Music streaming platform Spotify is trying out allowing sponsorship of its Discover Weekly playlist in place of adverts. A more valuable ad product could help bring these numbers back up. The company's flagship personalised playlist, which customises each user's experience based on AI technology, will now allow brands to take ownership of the programme for a period and receive marketing strategy help from Spotify. With twice the amount of streaming as other users, Discover Weekly listeners offer a more frequent and engaged audience for advertisers, making the scheme more desirable. In addition to offering advertisers access to their users’ personal listening data, Spotify has also been experimenting with new ways to monetise music fans through in-app purchases.
Music streaming platform Spotify is trying out allowing sponsorship of its Discover Weekly playlist in place of adverts. The company's flagship personalised playlist, which customises each user's experience based on AI technology, will now allow brands to take ownership of the programme for a period and receive marketing strategy help from Spotify. With twice the amount of streaming as other users, Discover Weekly listeners offer a more frequent and engaged audience for advertisers, making the scheme more desirable. In addition to offering advertisers access to their users’ personal listening data, Spotify has also been experimenting with new ways to monetise music fans through in-app purchases.