Spotify Audience in Italy
Spotify has an estimated audience of 16,061,538 people in Italy. 48.0% are female, 52.0% are male, average age 34.9. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Italian hip hop, Music education, Amazon Kindle, Minecraft, Classical guitar.
The average Spotify fan in Italy is 34.9 years old, balanced, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include Italian hip hop, Music education, Amazon Kindle, with strongest over-indexing on Italian hip hop (1.66× the country average). Demographically, the Spotify audience skews balanced with an average age of 34.9, and over-indexes on personality traits such as Indulgence, Social Media Usage. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: TV / music streaming
Demographics of Spotify fans
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 34.9 |
| Estimated audience size | 16,061,538 |
Audience persona
The typical Spotify fan in Italy is balanced, around 34.9 years old, with strong Indulgence tendencies and a notable affinity for Italian hip hop.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 3,582,441 | 1.27× |
| Lazio | 2,268,987 | 1.15× |
| Campania | 2,065,952 | 1.15× |
| Emilia-Romagna | 1,647,355 | 1.26× |
| Veneto | 1,629,439 | 1.28× |
| Sicilia | 1,427,361 | 1.02× |
| Piedmont | 1,398,941 | 1.18× |
| Puglia | 1,288,762 | 1.16× |
| Tuscany | 1,216,882 | 1.14× |
| Calabria | 436,703 | 0.89× |
| Liguria | 417,384 | 0.93× |
| Marche | 407,434 | 1.02× |
| Sardinia | 392,101 | 0.87× |
| Trentino-Alto Adige/Südtirol | 331,260 | 1.09× |
| Abruzzo | 326,855 | 0.92× |
| Friuli-Venezia Giulia | 322,248 | 1.06× |
| Umbria | 233,280 | 0.9× |
| Basilicata | 94,690 | 0.65× |
| Molise | 40,069 | 0.53× |
| Aosta Valley | 21,967 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Italian hip hop | 1.66× | Music & Radio |
| Music education | 1.65× | Music & Radio |
| Amazon Kindle | 1.62× | Literature |
| Minecraft | 1.74× | Games |
| Classical guitar | 1.59× | Music & Radio |
| Double bass | 1.53× | Music & Radio |
| Psychedelic music | 1.54× | Music & Radio |
| Warner Music Group | 1.82× | Music & Radio |
| FL Studio | 1.65× | Technology & Electronics |
| Psychedelic trance | 1.56× | Music & Radio |
| Super Smash Bros. | 1.55× | Games |
| Rkomi | 1.51× | Music & Radio |
| Guitar solo | 1.77× | Music & Radio |
| Survival game | 1.57× | Games |
| Gary Sinise | 2.4× | Movies & TV |
| CD Baby | 1.89× | Music & Radio |
| TuneCore | 1.73× | Music & Radio |
| Xbox 360 | 1.51× | Games |
| Trap (music) | 1.51× | Music & Radio |
| Boom Festival | 1.68× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.46 |
| Social Media Usage | JOY | 1.33 |
| Risk Appetite | THRILL | 1.15 |
| LGBTQ+ Identity | OPEN | 1.13 |
| Luxury Orientation | PREMIUM | 1.12 |
| Price Sensitivity | PREMIUM | 1.01 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.0% |
| Japan | 5.2% |
| Germany | 4.2% |
See Spotify audiences in other countries
More TV / music streaming audiences in Italy
- Netflix (12,160,791)
- RaiPlay (9,637,968)
- Amazon Prime Video (5,838,970)
- DAZN (4,350,052)
- Now TV (3,914,636)
Frequently asked questions
How many fans does Spotify have in Italy?
Spotify has an estimated audience of 16,061,538 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Spotify fans?
48.0% of Spotify fans are female, 52.0% are male, with an average age of 34.9 years.
Which brands do Spotify fans like most?
Spotify fans show strongest brand affinity for Italian hip hop (1.66×), Music education (1.65×), and Amazon Kindle (1.62×) over the country average.
Where do Spotify fans live in Italy?
Spotify fans in Italy are most concentrated in Lombardy (reach 3,582,441), Lazio (reach 2,268,987), and Campania (reach 2,065,952). These three regions account for the largest share of the active audience.
What other brands do Spotify fans also like?
Beyond Spotify itself, the audience over-indexes on Music education (1.65×), Amazon Kindle (1.62×), Minecraft (1.74×), and Classical guitar (1.59×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for Spotify. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.