Spotify bug n, 20'nci y l d n m m z kutlad m z bu y lda, finans camias na, i modelimiz, r n stratejimiz ve uzun vadeli vizyonumuz hakk nda daha detayl bir bak sunmak amac yla New York'ta nc Investor Day etkinli ini d zenledi. Etkinlikte, 2026'n n ba nda g revi devralmalar n n ard ndan ilk Investor Day sunumlar n ger ekle tiren e CEO'lar m z Alex Norstr m ve Gustav S derstr m'e, k resel liderlik ekibimizin yeleri e lik etti.
Spotify Machine konseptinin tan t m ndan d rt y l sonra etkinlik, bir sonraki evrimi g zler n ne serdi: K rasyon ve neri a amas ndan i erik olu turma a na do ru ilerleyen bir hizmet. D nyan n en tutkulu hayranlar ndan gelen g nl k 3,4 trilyon taste sinyaliyle beslenen ve zel bir Large Taste Model ile g lendirilen bu yap , kullan c lar m za retme, ke fetme ve ba lant kurma konusunda daha fazla alan a ma hedefiyle ger ek anlamda ki isel ve etkile imli bir medya gelece i in a ediyor.
Konu mac lar m z n ne kan mesajlar u ekilde:
Alex Norstr m ve Gustav S derstr m, Spotify' n b y mesini de erlendirerek irketin gelecekteki yol haritas n ortaya koydu Alex Norstro m and Gustav S derstr m
E CEO'lar m z g ne Spotify' n 20. y l d n m n vurgulayarak ve bug n 184 pazarda, 761 milyon aktif kullan c yla ula t m z l e in alt n izerek ba lad . Bug n yakla k 300 milyon aboneye sahibiz ve bu da Spotify' d nyan n en b y k abonelik tabanl i modellerinden biri h line getiriyor.
Spotify, d nyaya yarat c l k ve k lt r sunmak; sanat lar n, i erik reticilerinin ve yazarlar n kitleleriyle bulu mas na ve kariyerlerini b y tmesine yard mc olmak zerine kurulu bir i modeline sahip. diyen Norstr m, s zlerini yle s rd rd : n m zdeki f rsat ise hi olmad kadar b y k.
E CEO'lar, 2022'deki bir nceki Investor Day etkinli inden bu yana kaydedilen ilerlemeye dikkat ekti: FXN gelirlerinde y zde 18'lik y ll k bile ik b y me oran , y zde 32'lik br t kar marj , 18 puan n zerinde faaliyet kar marj geni lemesi ve 2025'te yakla k 3 milyar Euro serbest nakit ak .
Norstr m ve S derstr m birlikte, n m zdeki d neme y n verecek d rt temel ba l ortaya koydular.
Birincisi, d nyan n bir g yasas er evesinde i ledi i. Ve bu, Spotify i in nemli bir gelir elde etme olana yarat yor. Ortalama kullan c diye bir kavram olmad i in Spotify, en ba l kitlelerinden daha fazla de er elde etmek amac yla daha y ksek ARPU'ya (kullan c ba na ortalama gelir) sahip r n ve eklentilerden olu an bir portf y olu turuyor. Audiobooks+ kullan c lar n n yaln zca Premium kullan c lar na k yasla kat kat daha y ksek m r boyu de er sunmas yla, bu yakla m imdiden ba ar l oldu unu kan tl yor.
kincisi, Spotify' n tek oyunculu ve pasif yap dan ok oyunculu ve etkile imli bir yap ya do ru ilerledi i. Bu stratejik d n m n temelinde, kullan c davran lar na dair g zlemlerimiz yat yor; kullan c lar n organik olarak birlikte alma listeleri olu turup payla maya ba lad n g rd k. Bug n bu davran , yakla k 50 milyon ki i taraf ndan kullan lan Jam gibi zellikler ve yakla k 50 milyon ki i taraf ndan dinlenen ortak alma listeleri sayesinde platform genelinde yayg nla yor; m zik arac l yla ger ek d nya ili kilerini g lendiren bir a etkisi yarat yor.
nc s yapay zekaya odaklan yor. D nya, kullan c lar n retimin merkezde oldu u yeni bir d neme do ru gidiyor ve bizim amac m z da onlara tam olarak bunu sa lamak. Art k k rasyon ve neri sistemlerinin tesine ge en deneyim, her kullan c n n zevki, ba lam ve niyeti do rultusunda ger ek zamanl olarak ekilleniyor. Prompted Playlists ve Taste Profile gibi zelliklerle kullan c lar m za daha fazla kontrol sunarken, retken a n ilk medya oynat c s n in a ediyoruz.
Ve d rd nc s , Time Well Spent. Spotify, s rekli olarak insanlar n evrimi i ge irdikleri en de erli zaman aras nda yer al yor nk biz, ne pahas na olursa olsun, etkile imi en st d zeye karmaya de il, kullan c lar n kendilerini iyi hissedece i, uzun m rl bir platform olu turmaya odakland k. Bu nemli nk insanlar sonradan pi man olacaklar eylere zaman harcayabiliyor, bunlar i in deme yapmaya ayn l de istekli olmuyor.
Gustav Gyllenhammar, bir milyar aboneye ula mak i in izledi imiz stratejiyi payla t Gustav Gyllenhammar
Spotify Pazarlar ve yeliklerden Sorumlu K demli Ba kan Yard mc s Gustav Gyllenhammar, b y me i in tekrarlanabilir yol haritam z ve bir g n bir milyar aboneye ula aca m za dair g l inanc m z ortaya koydu. Kullan c yolculu u, etkile imi art ran, kullan c al kanl klar n ekillendiren ve zaman i inde Premium'a ge i in temelini olu turan Free deneyimiyle ba l yor. Oradan yola karak de ere yat r m yap yor, kullan c ba l l n derinle tiriyor ve ARPU'yu (ortalama gelir ba na kullan c ) art r yoruz. Ayn strateji, farkl pazarlarda, k lt rlerde ve olgunluk a amalar nda uygulanmaya devam ediyor. Gyllenhammar ayr ca yapay zekan n bu modeli h zland rmadaki rol ne de dikkat ekti; yapay zeka sayesinde daha h zl lokalizasyon yapabiliyor ve Freemium d n m hunisini ger ek zamanl olarak daha ki iselle tirilmi h le getirebiliyoruz.
Gyllenhammar, Spotify i modelinin geli mi , b y yen ve olgun pazarlardaki g c n ortaya koyan global rnekler ve i g r ler payla t . sve 'te cretli kullan m oran , n fusun yakla k y zde 50'sine ula m durumda; bu oran k resel ortalaman n 10 kat ndan fazla. ABD'de Midia verileri, son alt y lda Premium pazar pay n y zde 8-10 puan b y tt m z g steriyor. Brezilya'da d n m oran 2016'dan bu yana iki kat na karak y zde 44'e ula rken kullan c taban on d rt kat na kt . Ve ayl k aktif kullan c say s na g re en b y k pazarlar m zdan biri olan Hindistan'da ise abone say m z, ge ti imiz Investor Day etkinli indeki duyurular zaman na k yasla yedi kat artt . Pazar
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Spotify bug n, 20'nci y l d n m m z kutlad m z bu y lda, finans camias na, i modelimiz, r n stratejimiz ve uzun vadeli vizyonumuz hakk nda daha detayl bir bak sunmak amac yla New York'ta nc Investor Day etkinli ini d zenledi. Etkinlikte, 2026'n n ba nda g revi devralmalar n n ard ndan ilk Investor Day sunumlar n ger ekle tiren e CEO'lar m z Alex Norstr m ve Gustav S derstr m'e, k resel liderlik ekibimizin yeleri e lik etti. 
