This analysis of Spotify user data utilizes KModes clustering to reveal three distinct segments: free mainstream music listeners, playlist-oriented users, and premium-leaning podcast enthusiasts. The clustering results highlight differences in demographics, device usage, subscription preferences, and content choices, providing actionable insights for targeted marketing and product strategies. Association rule mining further uncovered cross-feature patterns. The project GitHub repository can be found here: Spotify User Segmentation Analysis Notebook

Clustering

KMODES

Association Analysis

August 2025

Motivation & Objectives

This project analyzes Spotify user data with the goal of uncovering patterns in user demographics, listening behaviors, and preferences. By applying clustering and association analysis, the project seeks to answer the following questions:

• Can clustering analysis reveal meaningful user segments?
• How can these customer segments inform business decisions?
• Can association analysis uncover additional relationships between attributes?

Identifying meaningful user segments helps businesses better understand their customer base and differentiate between distinct types of users. For Spotify, this knowledge could highlight what sets engaged listeners apart from stalled ones, or what drives satisfaction in certain listener groups. Comparing segments can guide product and marketing teams on how to increase engagement levels for lower-activity users, and reallocate resources away from less strategic segments.

Exploratory Data Analysis

A user behavior survey was developed consisting of twenty multiple choice questions regarding behavior patterns and preferences of Spotify users. The dataset was sourced from Kaggle and contains 520 records and 20 variables. The variables include:

1. Age - Age group of user?
2. Gender - Gender of user?
3. spotify_usage_period - How long have you been using Spotify?
4. spotify_listening_device - Which of the following devices do you primarily use to listen to Spotify?
5. spotify_subscription_plan - Which Spotify subscription plan do you currently have?
6. premium_sub_willingness - Are you willing to take a premium subscription or willing to continue with premium subscription in future?
7. preffered_premium_plan - If premium or willing to take premium, what amount do you pay for the subscription?
8. preferred_listening_content - What do you prefer to listen more?
9. fav_music_genre - What genre(s) of music do you enjoy the most?
10. music_time_slot - What is your favorite time slot to listen to music?
11. music_Influencial_mood - When it comes to listening to music, which of the following moods or situations most strongly influences your choice of music?