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Spotify SWOT Analysis

Published by MBA Skool Team in Media & Entertainment category Last Updated: June 27, 2023Read time:

Here is a detailed SWOT analysis of Spotify covering strengths, weaknesses, opportunities and threats.

Spotify Strengths

  1. Launched in 2008, Spotify has a library of more than 50 millions songs
  2. Spotify is available on modern devices and smartphones
  3. Spotify offers its music for free with advertisements but users have option to upgrade to listen high quality ad free music
  4. It offers songs, podcasts, channels etc for users to listen to audio the way they like
  5. It is available in all major countries
  6. Spotify has high brand equity and is known across the world
  7. Spotify is also available for artists as well along with users to see the insights
  8. Spotify has sustained for more than 10 years in the industry which is definitely its strength

Above are the strengths in the SWOT Analysis of Spotify. The strengths of Spotify looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Spotify Weaknesses

  1. Spotify paid version can be costly for people
  2. Free version does not allow offline music so internet is required all the time
  3. Feature wise it is similar to other apps which offer similar features and music

These were the weaknesses in the Spotify SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Spotify Opportunities

  1. Spotify can explore options of video also in future if viable
  2. Spotify branded smartphone can help them establish their brand even more

Above we covered the opportunities in Spotify SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Spotify Threats

  1. Local players and downloads are still threats to app like Spotify
  2. Licence and collaboration with music companies and artists is a sensitive issue and can impact business dsrastically 

The threats in the SWOT Analysis of Spotify are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Spotify SWOT analysis.

About Spotify

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Spotify Overview
Parent Company

Spotify Technology SA


Music Streaming


Media & Entertainment

Tagline/ Slogan

Music for Everyone


One of the earliest and trusted music platform

Spotify STP

People with smartphones, devices and internet connection

Target Market

People looking for free quality music with various options and languages


Spotify offers millions of songs for free on various devices with option to upgrade

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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