Deezer announced on March 19th that it has achieved profitability for the first time in its history, with a net profit of 8.5 million euros in 2025. At the same time, the streaming platform’s revenue slightly decreased to 534 million euros. In this context, the French company plans to activate new growth drivers, particularly in the professional segment.
B to B, Growth Engine:
To support its profitability and diversify its revenues, Deezer is focusing on its dedicated offering for professionals. Launched in 2017, this offering is undergoing a reorganization announced on March 19th. “The goal is to promote our Deezer for Professionals activity and highlight the technological advances developed in recent months to simplify the use of music by professionals,” said Julien Delbourg, Deezer’s commercial director.
Among the solutions highlighted, the platform offers a music streaming service for points of sale. “Retailers have always worked on every detail of the customer experience with the store architecture, lighting, layout, but the sound atmosphere is still largely underused,” noted Julien Delbourg. Deezer aims to address this gap by providing a legal broadcasting framework, along with automated programming tools, to free up time for store teams.
Music for Increased Sales:
“The goal is for music to go beyond just background noise,” continued the commercial director. According to studies conducted by Deezer, establishments playing music see a 13% increase in dessert sales compared to those that do not play music. A similar difference is observed when the music programming is curated compared to non-personalized broadcasting.
Beyond the impact on sales, music becomes a tool for managing store flows. “There are moments and areas where the store seeks to extend customer presence to promote additional purchases and discovery, and others, like the cash registers, where the rotation needs to be faster,” detailed Julien Delbourg. To meet these challenges, Deezer adjusts the tempo of the songs being played, modulating their BPM (beats per minute) based on the desired effects on customer behavior. The goal is to pace the purchasing journey.
The platform also tailors its playlists to local preferences, leveraging its knowledge of musical habits. “Listening behaviors that can support a retailer’s activity vary by geographic zones and time of day,” specified the commercial director. Deezer collaborates, for example, with the cosmetics retailer Avril, whose solution has been deployed in all stores in France and Belgium, with a subscription model by equipped area.
