Amongst the different music streaming platforms, Spotify is the world’s most popular audio streaming subscription service with over 406M users. Because listening to music or podcasts is a personal and sometimes an emotional experience, this audience is truly unique in many ways. Spotify has been able to identify just the right ‘screenless’ moments to connect with their users: curated playlists. Spotify’s personalized playlists based on individual taste, preference, and habit allows brands to share highly customized and relevant content in real-time contexts with potential customers.
Because Spotify’s algorithm inherently builds off its listeners’ unique interests, tastes, and content selection, it does not rely on third-party data. A self-sufficient and highly personalized platform is perfect for the impending cookieless future. Spotify advertising could be a new tactic in your omnichannel growth strategy to increase brand awareness and reach new top-of-funnel customers.
Spotify can help diversify top-of-funnel customer acquisition. According to Spotify, 41% of their ad-supported listeners are millennials and Gen-Z. Spotify offers an opportunity for brands to get in front of younger audiences and connect with them conversationally in their day-to-day lives. Through Spotify’s own audience and content creation, marketers can reach listeners based on their demographics, behaviors, and contexts while they stream music and podcasts. What’s more, more than half of Spotify listeners use the ad-supported version.
Spotify also creates hubs around cultural and personal moments to spotlight movements like Black History, Pride, and Female Artists. Brands whose business strategy align with social movements can find a great voice to cater to listeners who share their values. Spotify is twice as likely to be seen as trend-setting and enjoyable compared to radio.
Getting the right message to these active and open listeners can greatly help brands capture attention and interest from prospective customers.