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

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.