Today, music is an integral part of our life. It still grows in quantity as more audio reproduction devices appear. Audio helps escape from excessive virtual content that surrounds and overloads us in everyday life, says General Director for Spotify in Russian and CIS Ivan Alekseev who spoke at the Forum with a keynote-session "You are what you listen to. How people changed during the pandemic".

"Officially, we started approximately three months ago, and it has been a unique case for our company: we launched several new markets for the first time, fully working in the remote mode. This year, having spent more time in my room than in Spotify Moscow office, I enjoyed watching the way users changed their habits in terms of what they listen to, how and where they do it", Ilya Alekseev said.

Audiostreaming has fundamentally changed the way people listen to music now. Earlier, we were restricted in terms of the volume of the consumed content (we could hardly afford thousands of audiotapes and CD-disks) and sound reproduction devices. Today, we've got access to a music library of tens of millions of tracks in a small player. Streaming works as a navigator in the world, allowing users not only to listen to their favourite songs but also to discover new music basing on recommendations. And the joy they get from discovery is the main "emotional trigger" for using the service.

In 10 years Spotify managed to accumulate a global base of listeners - 299 mln people in 92 countries. According to Ilya Alekseev, the service daily collects data on five billion digital communications - each listening, repeated play, sharing in social networks is treated as part of the user's personal experience. By analyzing the people's behaviour during the pandemic, the company generated a profile of their changes. For example, during the pandemic, there was a forecasted growth in the use of home devices - music was listened to on play stations, TV sets with smart application, laptops and smart speakers.

User playlists for cooking in the kitchen grew in number by 120%, the number of new playlists with old music grew by 54% and the time of listening to relax playlists grew by 23%. The number of playlists for studies grew by 1000%, for working at home - by 1400%. It is no wonder that the song by Fifth Harmony and Ty Dolla $ign with a relevant name Work From Home became the most popular track in the world, says General Director for Spotify in Russia and CIS.

Ilya Alekseev promised that the growth of popularity of audio as content and a form of communication and streaming as a technology will definitely continue: "Looking into the future I would ask everyone: are you in audio? Is your company and your brand able to communicate with the audience in audio format? Literally - can they here you?" According to experts, the total number of listeners of audiostreaming services in the world is going to reach two billion by 2030. This not so bad for an industry that never existed 20 years ago.