At a recent conference in California, Spotify’s Brian Benedik discussed the amount of data the company collects on its users. Because of its requirement that every user, paying or non-paying, sign in to use the service, the company collects an “enormous amount of data on what people are listening to, where and in what context. It really gives us an insight into what these people are doing,” Benedik said. Because users register both directly through the site and via Facebook logins, Spotify knows a lot about users’ age, gender and location, he added.
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