THE PHILIPPINES is known for its lengthy Christmas celebrations which start the moment August ends and September rolls in and the holiday cheer is evident through the number of Christmas songs played during the “-ber” months (September to December) — 47 million minutes of holiday content were streamed from Sept. 1 to Dec. 31 last year, according to music streaming service, Spotify.
Aside from the 47 million minutes of content streamed, Spotify said in a release that Philippine users streamed “over 14.9 million holiday content (including podcasts, music, comedies, and audiobooks)” in the same period with streaming peaking on Dec. 24, Christmas Eve.
Users also listen to more content towards the weekends, with Sunday being the day of the week with most items streamed and with mobile being the most common device used for streaming music.
On average, Filipino Spotify users spend over two hours a day on the app, with 77% of its users belonging to the 18-34 age group.
“During the ‘-ber’ months, families decide which artists to stream in their homes all day long. It’s usually a battle between Jose Mari Chan and Mariah Carey,” said the release.
Last year, the top five artists streamed during the period were Pentatonix, Jose Mari Chan, Mariah Carey, Ariana Grande, and Michael Buble, with the top five holiday songs being: “All I Want for Christmas is You” by Mariah Carey, “Santa Tell Me” by Ariana Grande, “Star ng Pasko” by Aiza Seguerra, “Ngayong Pasko, Magniningning ang Pilipino,” by Gary Valenciano and “Last Christmas” by Wham!.
“Spotify is at the center of our users’ lives. During big cultural phenomena or in small personal moments, our fans soundtrack their lives on Spotify. The personal and emotional connection people have to music tells us more about our audience and fuels our streaming intelligence — rich first-party data that provides psychographic insights beyond demographics to reveal our audience’s moods, mind-sets, tastes and behaviors.” said Joanna Wong, Head of Business Marketing, Southeast Asia, Spotify in the release.

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