Tag: Spotify for Advertisers

Spotify Introduces New Formats, Tools, and Research to Help Brands Become Part of the Fan Experience

March 31, 2026

Spotify has evolved from a streaming platform to an interactive, multiformat ecosystem where fans come to listen, watch, and engage. As we’ve evolved, so have the ways we help brands connect with audiences.

Today, we’re introducing new ad formats and tools, and we’re sharing new research designed to help advertisers tap into and surround fandom to drive real results.

“Fans on Spotify aren’t passively listening, they’re actively choosing what they hear, watching video podcasts, curating playlists, discovering new artists, interacting with DJ, and sending messages to each other,” said Brian Berner, Co-Lead, Global Head of Advertising at Spotify. “Spotify has evolved into an immersive, multiformat platform where culture and brands can intertwine, helping them move from simply being heard to becoming a part of the fan experience.”

Here’s what’s new.

Unlocking more with Sponsored Playlists 

We’ve reimagined Sponsored Playlists to give brands a bigger spotlight on some of Spotify’s most popular playlists. 

With this update, brands can own 100% share of voice on destinations like RapCaviar, New Music Friday, Today’s Top Hits, with even more visually prominent placements that reach fans where they are. And to make the experience better for listeners, too, brands can reward fans with limited ads while they’re tuned in.

For brands like Cricket Wireless, Sponsored Playlists offer a way to show up authentically in the moments fans care about most.

“At Cricket, connection goes beyond wireless; it’s about showing up in the moments people care about,” said Stephen Barnes, Director of Media at Cricket Wireless. “Music plays a powerful role in how people connect and express themselves, and Spotify’s Sponsored Playlist gave us a thoughtful way to be part of that experience.”

Introducing Carousel Ads

We’re testing Carousel Ads, a new swipeable display format that lets brands tell a visual story directly in Spotify’s Now Playing view. 

Carousel Ads give advertisers the option to feature up to six cards, each with its own image, description, and unique link, with the ability to include pricing or promotional details.

Early beta testing with brands including Priceline, eBay, and GNC showed the format drove strong engagement, pointing to its potential to turn listening into moments of discovery and action.

“Priceline is always looking for innovative ways to connect with travelers, making Spotify’s carousel format a natural fit,” said Toby Korner, SVP Marketing at Priceline. “In partnership with Spotify’s Creative Lab, we brought our destination-driven storytelling to life through a visually rich, immersive experience powered by emerging ad technology. Early engagement has been encouraging, reinforcing the role of new formats on platforms like Spotify in creating more dynamic ways for travelers to discover their next trip.”

The new format will be rolling out soon in beta to eligible markets in Spotify Ads Manager.

Two new ways to optimize campaigns

We’re also introducing new tools in Spotify Ads Manager designed to take the guesswork out of campaign optimization and drive better performance.

    • Split testing: Advertisers can now compare different creative elements to better understand what resonates with their audience. Results are measured across metrics like completion rate, click-through rate, video view expand rate, cost per click, and cost per acquisition. The capability helps brands move from instinct to insight, to quickly boost campaign performance.
    • Automated bid: Powered by machine learning, this feature optimizes bidding in real time, adjusting automatically to market dynamics. Advertisers can deliver their full campaign budget without the uncertainty of manual bidding, making it easier to maximize impact on Spotify.

New research on how fans engage with audio

We’re releasing new research, The Sound-On Era, that looks at how consumer behavior is evolving and what that means for advertisers. The report draws on insights from more than 5,000 consumers, 105 advertisers, and 30 experts to share what we’re hearing, seeing, and learning as we build the future of audio.

The findings show that as AI transforms how we communicate, voice is reclaiming its place as our primary interface, shifting audio from background noise to the connective thread of modern media. For advertisers, The Sound-On Era is both a snapshot of today’s media landscape and a roadmap for where it’s going. Explore the full report here.

Ready to turn the power of fandom into impact? Head to Spotify Advertising to learn more.

The 2025 Wrapped Guide for Artists, Songwriters, Creators, Authors, and Advertisers

December 3, 2025

Spotify Wrapped is the moment when hundreds of millions of fans around the world get to look back on their year in audio. But the celebration doesn’t stop with listeners. It extends across the entire Spotify ecosystem.

This year, we’re once again providing personalized Wrapped experiences for artists, songwriters, podcast creators, authors, and advertisers. With access to their own microsites, they can dive into how their work resonated with fans and audiences in 2025 and get unique, shareable data stories to post across their social channels.

Here’s what’s in store for each group.

For artists and songwriters

For the ninth year, we’re helping artists celebrate their year on Spotify and connect with their biggest fans. This year’s Wrapped for Artists experience is more intuitive than ever, with new data stories that give a deeper look into how an artist’s music resonated with listeners. We’ve also streamlined things so it’s easy to jump between stories and share faster.

New stories for 2025 include Top Albums and Super Listeners, which highlight the outsized impact of an artist’s most dedicated fans. Artists will also discover which of the new Wrapped Clubs their music belongs to and see Accolades—like “The Party Starter” and “The Early Riser”—which are determined by the streaming moments when their tracks really over-indexed with fans. Every data story includes a share card, making it easy for artists to highlight where their music was heard, how it grew, and whom it connected with.

For songwriters with an active Songwriter Page, Wrapped for Songwriters returns with a personalized, shareable overview of the year. We’ll also be celebrating songwriters across our social channels with behind-the-scenes content and more.

Artists can explore their 2025 Wrapped by heading to Spotify for Artists.

For creators

From chart-topping storytellers to emerging talent, audio and video creators on Spotify are driving the cultural conversation. Wrapped for Creators is our annual moment to celebrate the people behind the mic (and camera) and the loyal fans who tuned in.

This year’s experience transforms creator data into personal storytelling, highlighting growth, fan engagement, and creative milestones. Some of the data stories creators will see include year-over-year gains across listeners and followers, their top episodes, deep dives into fan engagement, and their shows’ top countries.

Creators can access their custom Wrapped experience through Spotify for Creators.

For authors

More and more readers are falling in love with audiobooks, and Spotify is at the heart of this shift. For the first time, audiobooks will appear in the main Spotify Wrapped experience, highlighting how many titles a listener finished and their top audiobook and audiobook genre—a major moment of visibility for the format.

We’re also celebrating audiobook storytelling with our second-ever Wrapped for Authors, giving authors and publishers a deeper look at how their work connected with listeners around the world. This year’s experience is even more robust, offering new insights like an author’s most popular title among first-time audiobook listeners, their biggest and highest-growth markets, and the other music and podcasts their listeners love.

Eligible authors can head to Spotify for Authors to find their Wrapped experience, or work directly with their publishers.

For advertisers

Wrapped for Advertisers helps brands better understand their audiences through Spotify’s streaming intelligence. By turning listening trends into clear, useful data, Spotify Advertising gives marketers a simple way to see what’s connecting with Spotify fans and use those insights to plan and measure more effective campaigns. In 2025, the experience expands to reach more advertisers globally. Select advertisers will receive a personalized recap in the Spotify app (on both mobile and desktop), self-serve advertisers can explore their own experience in Spotify Ads Manager, and others will get theirs directly from their Spotify representatives. The data provides a unique look at an advertiser’s audience, which could include their top music and podcast genres, their mix of ad formats used, and more.

Select advertisers will receive their Wrapped experience directly, while others can find theirs in Spotify Ads Manager.                                                                       

From artists to advertisers to fans, Wrapped is a moment for every part of the Spotify community.

Explore your personalized 2025 Wrapped and learn more about this year’s campaign and experience on our 2025 Wrapped hub.