Spotify Unveils New Ad Formats, Optimization Tools and “The Sound-On Era” Research to Help Brands Engage Active Fans
Spotify has evolved from a pure music streaming service into a dynamic, multiformat ecosystem where fans actively listen, watch video podcasts, curate playlists, discover artists, interact with AI DJ, and connect with one another. As the platform has grown, so too have the opportunities for brands to move beyond passive exposure and become part of the fan experience.
Today, Spotify announced a series of new advertising formats, campaign optimization tools, and fresh research designed to help advertisers tap into fandom and deliver measurable 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.”
Reimagined Sponsored Playlists Offer Full Share of Voice
Spotify has significantly upgraded its Sponsored Playlists, allowing brands to own 100% share of voice on some of the platform’s most popular destinations, including RapCaviar, New Music Friday, and Today’s Top Hits.
The updated format features more visually prominent placements while improving the listener experience by reducing ad interruptions during playback. Brands can now reward fans with limited ads as they enjoy their favourite playlists.
Cricket Wireless has already leveraged the format to connect authentically with audiences. “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.”
New Carousel Ads Bring Visual Storytelling to Now Playing View
Spotify is testing Carousel Ads, a new swipeable display format that appears directly in the Now Playing screen. The innovative format enables brands to tell a visual story across up to six cards, each featuring its own image, description, unique link, and optional pricing or promotional details.
Early beta tests with brands including Priceline, eBay, and GNC delivered strong engagement, turning listening moments into opportunities for discovery and action.
“Priceline is always looking for innovative ways to connect with travellers, 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. Early engagement has been encouraging.”
The new Carousel Ads will soon roll out in beta to eligible markets via Spotify Ads Manager.
New Optimization Tools in Spotify Ads Manager
To help advertisers improve performance, Spotify introduced two powerful new tools:
Split Testing: Advertisers can now compare different creative elements and measure results across key metrics such as completion rate, click-through rate, video view rate, cost per click, and cost per acquisition.
Automated Bid: Powered by machine learning, this feature optimises bidding in real time, adjusting automatically to market conditions so advertisers can fully utilise their campaign budget with greater efficiency.
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“The Sound-On Era” Research Reveals Shifting Consumer Behaviour
Alongside the new formats and tools, Spotify released The Sound-On Era, a major new research report examining how audio consumption and consumer behaviour are evolving in 2026.
The report draws on insights from over 5,000 consumers, 105 advertisers, and 30 experts, providing actionable intelligence on the growing role of audio in an increasingly visual and AI-driven media landscape.
These latest innovations underscore Spotify’s commitment to helping brands build deeper, more meaningful connections with highly engaged fans while delivering stronger advertising outcomes across the platform.
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