“Every quarter every semester we ask a panel of our audience: does Deezer know music, does Deezer understand me, do I feel close to Deezer — and we especially focus on the paid consideration part. What's actually reliable is that we follow the trend. Maybe it does not measure super precisely the actual level but what we want to see is an upward trend.”

Measure Brand with Paid Consideration Trends, Not Point-in-Time Surveys

Brand measurement at Deezer relies on recurring quantitative panels that track paid consideration — not downloads or impressions. The key metric is directional trend, not absolute score, because the methodology is inherently imprecise. Combine these quarterly panels with incrementality tests and media mix modeling to triangulate whether brand investment is moving the needle on subscription intent.