The chart above shows the sales and marketing expenses of Spotify from 2014 to 2022 in millions of euros. In 2022, the sales and marketing expenses of Spotify have increased by $437 million compared to the prior year. Spotify spent €1,572 million on sales and marketing in 2022 or 13% of its total net revenue. The company has experienced impressive growth in its active userbase and total revenue in 2022 compared to the prior year. Its MAUs (Monthly Active Users) are now 489 million including more than 200 million premium subscribers.
Spotify Sales and Marketing Expenses 2014-2022
The following table shows the sales and marketing expenses of Spotify Technology S.A. from 2014 to 2021. The amounts are in millions of Euros.
| Year | Sales and Marketing Expenses (€ million) |
| 2022 | €1,572 |
| 2021 | €1,135 |
| 2020 | €1,029 |
| 2019 | €826 |
| 2018 | € 620 |
| 2017 | €567 |
| 2016 | €368 |
| 2015 | €219 |
| 2014 | €184 |
Spotify is the world’s largest music streaming platform with a strong global presence. As of the end of 2021, the company offers its services across 184 countries and territories compared to 93 at the end of the prior year. Spotify’s user base also experienced impressive growth in 2021 compared to 2020. Its number of Monthly Active users increased to 406 million in 2021 compared to 345 million in 2020. Spotify had 180 million premium subscribers at the end of 2021 compared to 155 million a year ago.
The company has experienced solid growth and expansion in 2021 compared to the prior year. Its total net revenue in 2021 increased to €9.7 billion compared to €7.9 billion in the previous year. Spotify’s gross profit increased to €2.6 billion in 2021 compared to € 2 billion in 2020.
Spotify Technology S.A., the parent company of Spotify spent €1,135 million on sales and marketing in 2021 compared to €1,029 million in 2020. The company has continued to increase its investment in marketing over years. Its marketing expenditure is mainly targeted at converting free accounts (ad based users) to premium subscribers.