Earlier in the month Spotify began to send out emails to accounts with suspicious behaviour which block advertisements without having to pay the monthly subscription fee.
The email as reported by users read:
We detected abnormal activity on the app you are using so we have disabled it. Don’t worry – your Spotify account is safe.
To access your Spotify account, simply uninstall any unauthorized or modified version of Spotify and download and install the Spotify app from the official Google Play Store. If you need more help, please see our support article on Reinstalling Spotify.
If we detect repeated use of unauthorized apps in violation of our terms, we reserve all rights, including suspending or terminating your account.
Thank you for being a Spotify user.
Now they have revealed just how many people have been accused of circumventing ads. That figure is around 2 million accounts. At first glance that would seem like a lot but when you take into account that the total user base is around 157 million and 83 Million of those are free users, only 2.3% of free users are avoiding ads.
These people are not going to be paying for the service anyway otherwise they would be in the first place, so what’s the big deal you might ask.
Well Spotify are making a deal of it because of it’s IPO in April which means this kind of behaviour could effect stock price or increase ads to free users to make up for the non-paying premium users.
If Spotify are getting better at detecting unauthorised apps this problem should start to shrink but the question is will these people then pay for the service or just go back to listening to ads.
I think the more people use the platform the better, premium, free or unauthorised premium they are still using the brand and marketing it to their friends who might end up paying for a subscription to Spotify instead of going elsewhere like iTunes or Google Music. Branding is a big deal and the more users you can get using your platform the better, that’s just my two cents anyway.