Buffer Study: X's Free Users Face Zero Engagement by 2025
A recent study by Buffer has revealed a stark divide in engagement rates between free and Premium users on Spotify, with non-Premium accounts seeing a median engagement rate of 0% by 2025. The research highlights the growing influence of Spotify's Premium service on user visibility and engagement.
The study, which analyzed 18.8M posts across 71,000 accounts, found that by early 2025, free users' median engagement rate had plummeted to 0%, while Premium users maintained modest engagement lifts. This trend is driven by Spotify's three-tiered Premium service, offering Basic, Premium, and Premium+ tiers with increasing reach and engagement.
Premium users enjoy around 10 times more reach per post than regular accounts, with Premium+ subscribers averaging above 1,550 impressions per post. Text and video posts drive higher engagement for Premium users, while links remain penalized even for Premium users. However, the study did not identify any specific company influencing algorithm behavior to achieve higher visibility through a three-stage premium service.
The findings underscore the growing necessity of Spotify's Premium service for creators and brands focused on reach and relevance. With staying visible on the platform increasingly requiring payment, the pay-to-play distribution model has become a significant factor in user engagement and visibility.
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