What is Intent Rate on Spotify?
The Spotify Intent Rate (sometimes called Engagement Rate) on Spotify is a performance measurement used to evaluate the quality of your listeners on Spotify, and to compare the quality of different music marketing methods. Typically this will be done for a song but it can also be done for an album or an entire artist profile.
To calculate Intent Rate for a song on Spotify, add up the Playlist Adds and Saves, and divide it by the number of listeners. The result is expressed as a percentage or a ratio.
Key Takeaways
- Intent Rate is a popular engagement metric used by music marketers to gauge the quality of a marketing effort.
- Intent Rate is expressed as a percentage and is calculated by adding up Playlist Adds and Saves then dividing by the number of listeners.
- Intent Rate can be calculated for songs, albums and artists.
How to Calculate Spotify Intent Rate
The formula for Intent Rate is as follows:
Intent Rate = (Saves + Playlist Adds) / Listeners
Add up Saves and Playlist Adds and then divide the total by the amount of listeners. To access Playlist Adds, Saves and Listeners, head to Spotify for Artists. Here’s what the data looks like for a song:
Keep in mind the Intent Rate will change depending on what time period you’re looking at. In the screenshot above, the Intent Rate is 59%, which is solid for where this song is in it’s lifespan and looking at the source of streams.
Why is Spotify Intent Rate a Useful Metric?
Intent Rate is useful because it’s a singular metric one can use to compare the quality of music marketing efforts. While Save Rate and Playlist Add Rate are also valuable, Intent Rate combines the two for an overall quality score.
The Intent Rate essentially tells us how much engagement the song, album or artist is getting proportionally to the amount of people listening.
What Is A Good Spotify Intent Rate?
Unfortunately there isn’t a perfect answer for this, because it depends on how your music is being streamed on Spotify, how you’re promoting it, how long it’s been out and more.
If most of your streams are coming from digital ad campaigns, you may be seeing an Intent Rate of 75% and higher early on in the campaign. If most of your streams are coming from playlisting, whether editorial, algorithmic or 3rd party, you may have an Intent Rate less than 10%.
