GroupM: Mobile Music Streaming Represents $220 Million Ad Opportunity

Content streaming, particularly music listening, can be used as a proxy for other consumer behavior, and companies like Spotify and GroupM are aiming to profit from that. As part of a multi-year data and research partnership between GroupM parent WPP and Spotify, the firms came together to study streaming media consumption. Their finding is that more than 60% of streaming activity is done via mobile devices, and much of it can be linked to "moods and moments."