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27 Bat+Café in Bonifacio Global City. Ms. Kaur described the Philippine market’s increase in subscribers as “tremendous” and the amount of music listened to by their users “phenomenal.” According to its most recent data, two in five Filipinos with Internet access are streaming on the service. Globally, the Stockholm-based service has 100 million active subscribers (as of June 2016), 50 million of whom are paying subscribers (as of September 2016). On average, Filipinos spend 154 minutes per day on the app, with peak times between 5 p.m. and 6 p.m, or when Filipinos “are wrapping up their work day,” said Benjamin Chelliah, Spotify’s head of public relations for Southeast Asia. But aside from listening to a lot of music, Spotify found that Filipinos are quite partial to the local sound or Original Pilipino Music (OPM). “There’s a huge love for OPM but also, the Philippines, especially has taught us about exporting music,” Ms. Kaur told BusinessWorld. She added that the “#Hugot” playlist created by Spotify Philippines, which contains local and foreign songs meant to invoke feelings of sentimentality and love (as the term, hugot, is colloquially defined) is in the Top 100 playlists of a service boasting more than two billion playlists.
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