Lessons in Localization: Spotify

The Nimdzi Lessons in Localization series highlights the largest, most innovative, and most successful globalization programs in the world.

In today's Lesson in Localization, we look at how Spotify does localization.

A lesson by Hannah Leske.

The original lesson was published on August 16, 2021, and has since been slightly updated in October 2022. It may not reflect the current status of the Spotify localization program. Watch out for a new version soon!

About Spotify

Physical purchases and online downloads used to be the most popular ways to access music. Then, in 2006, two tech gurus from Sweden saw an opportunity to change the lives of music lovers forever, and the rest is history. 

Spotify provides a platform for users to stream music, podcasts, and even videos from their mobile or desktop devices. Basic features are available for free, and a paid premium option exists for those who want the full experience. 

Now the most popular music streaming app in the world, ahead of competitors such as Pandora and Apple Music, Spotify is a household name in over 90 countries and has 365 million active users every month. The company has also just completed an ambitious expansion into an additional 85 countries, which it expects will double the size of its global community by the end of 2021.

With such a focus on worldwide opportunities, it’s no wonder that the company takes localization seriously. Nimdzi spoke to Spotify’s director of localization, Martiño Prada Díaz, about the company’s localization program and its impact on Spotify’s global audiences.


A wide global reach that almost doubled within a single year, thanks to one mighty localization effort.

Looking inward, not outward: The localization team focuses its effort on educating and helping internal stakeholders, trusting that this will naturally flow into vendor success.

A new, simpler supply chain that relies on just two vendors with their own distinct responsibilities.

Bringing localization evangelization in on day one: Martiño hopes to increase awareness of the localization program by introducing training about localization best practices in the earliest onboarding stages.

Fast facts:

Included in this lesson in localization

  • Localization at Spotify: an overview
  • Organization
  • Culture
  • Team maturity
  • Languages
  • Project and process management
  • Supply chain
  • Quality control
  • Technology
  • Interesting insights

This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

Special thanks to Martiño Prada Díaz, Global Head of Localization at Spotify for sharing a valuable lesson in localization.

Hannah Leske Nimdzi Insights

This Lesson in Localization was prepared by Nimdzi's Localization Researcher, Hannah Leske. If you wish to learn more, reach out to Hannah at [email protected].

16 August 2021

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