Different countries adopt music services faster than others, and one way to discern the relative popularity of all these services around the world is by using Google Trends. Since Google dominates search activity nearly everywhere on the planet except China, where the website Baidu dominates, its findings serve as a reliable proxy for overall interest and awareness.
A Google Trends search for the term "Spotify" covering the last three months shows that Sweden and Norway have, respectively, the highest and second-highest Spotify-specific search traffic relative to each country's overall search traffic. Denmark is a distant third, followed by Finland, the Netherlands and Spain.
The Google Trends data backs up what industry revenue already shows: Other countries have been quite slow to adopt subscription services like Spotify, which originally launched in Sweden, Norway, the United Kingdom, Spain and France in October 2008. During the past three months, for example, France doesn't even show up in Google Trends' top 10 results for Spotify.
Spotify rival Deezer, launched in 2007 and based in France, is available in more than 180 countries, but, judging from Google Trends, it seems to have gained little traction outside its home market. In the last three months, search activity for "Deezer" is more than 14 times higher in France than in its next biggest market, Algeria. From there, search activity becomes significantly lower in other countries including Belgium, Guatemala, Colombia, Morocco, Switzerland and Hungary.
Rdio launched in the United States and Canada in August 2010. According to Google Trends, the service gets the most search activity in Canada, Denmark, Australia and the States. It also does fairly well in Brazil, where it launched in November 2011 and has a partnership with mobile carrier Oi. But Google Trends also finds that Rdio has far fewer listeners than Spotify and Deezer.