December 16th, 2022, Lesley Simeon
Retail chain company, Lidl, has partnered with Spotify to sponsor the latter’s ‘UK Christmas Number 1s Playlist’. As part of the sponsorship, the grocer’s Bear-themed Christmas audio ads will be promoted alongside Spotify’s 45-song playlist of Christmas classics.
But how many of Spotify’s customers shop at Lidl too?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – less than a third (31%) of Spotify’s current customers have bought groceries at Lidl in the last 30 days. Asda tops the list with 43% of Spotify listeners buying from the supermarket in the past 30 days, closely followed by Tesco (42%) and Sainsbury’s (41%). With the holiday season sponsorship, Lidl might manage to engage more of Spotify’s current audiences.
Inversely, Spotify is a popular service among Lidl’s customers. Data from Profiles shows that 21% of Lidl’s current audiences have visited Spotify in the past 30 days. Amazon Prime is most popular among Lidl shoppers, with 44% of them visiting the site.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the GB market is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.
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