Spotify Reshuffles Global Expansion Team as Apple Launches in 52 New Markets

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Courtesy of Spotify


Spotify’s global head of markets Cecilia Qvist has transitioned into an advisory role at the company and is no longer running Spotify’s global expansion operation, Billboard has learned.

"As part of a realignment in our Markets Business unit, Cecilia Qvist will transition from her current role as Global Head of Markets to a new advisory role within the company," the company said in a statement to Billboard.

Spotify is the largest subscription music streaming system in the world, with 124 million paid subscribers and 271 million monthly active users at the close of 2019, according to its most recent public filings, representing a 29% year-over-year subscription growth. It added 11 million subscribers in the fourth quarter of 2019, which the company said was the fastest it had ever added double-digit subscribers in its history.

Spotify is currently available in 79 markets, and last announced an expansion in November 2018, when it launched in 13 new markets in the Middle East and North Africa.

On a separate note, on Tuesday Apple Music announced a massive expansion of its platform into 52 new countries, including two dozen in Africa, where the global music business has been heavily focused over the past two years. Apple Music is now available in 167 countries, including much of Africa, whereas Spotify is in five African countries: Algeria, Egypt, Morocco, South Africa and Tunisia. A spokesperson for Spotify said the realignment was not related to Apple's announcement.

Amazon, by comparison, has its Amazon Music Unlimited service in 48 countries, having announced a 28-territory expansion back in December 2017. It’s widely available across Europe, North and South America and Australia, while its Prime Music service is available in India, but hasn’t yet gone into Africa. In January, the company announced it had 55 million customers globally across all its music streaming offerings.