Spotify Opens Second Personalized Playlist to Sponsors

Spotify Opens "On Repeat" Playlist to Advertising

Spotify is now offering advertising sponsorship opportunities for its personalized playlist, “On Repeat.” Introduced in 2019, this playlist showcases a user’s most-played songs. It represents the second personalized playlist on the streaming platform available for sponsorship.

“Discover Weekly,” Spotify’s primary personalized playlist, was the first to offer sponsorship options, beginning in 2019.

Sponsored Playlist Ad Product Details

This sponsorship is facilitated through Spotify’s Sponsored Playlist ad product. This allows brands to connect with Spotify’s free users via audio, video, and display advertisements during breaks. Advertisers can effectively control the entire user experience.

The offering provides a valuable avenue for brands to engage with Spotify’s most active listeners.

User Engagement and Playlist Popularity

When “Discover Weekly” became available for sponsorship, Spotify observed that listeners of this playlist streamed content at more than twice the rate of non-listeners. “On Repeat” similarly attracts frequent users due to its focus on frequently played tracks.

Since its debut in September 2019, “On Repeat” has accumulated 12 billion streams worldwide. Users have dedicated over 750 million hours to listening to the playlist. Artists such as Bad Bunny, The Weeknd, and Ariana Grande consistently rank among the “most repeated” listens.

Value of Personalized Playlists

While Spotify currently provides numerous owned and operated playlists for sponsorship, its personalized playlists have generally been restricted—with the exception of “Discover Weekly.” These playlists are highly desirable assets.

Spotify guides users towards algorithm-powered collections, organized within its expanding “Made for You” hub. Within this hub, users can navigate between “Discover Weekly” and other curated collections based on genre, artist, decade, new releases, favorites, and suggestions.

Global Availability and First Sponsor

With the launch of “On Repeat” sponsorship, brands in over 30 global markets—including North America, Europe, Latin America, and Asia-Pacific—can now sponsor this prominent personalized playlist.

TurboTax is the first U.S. advertiser to utilize this sponsorship opportunity. They highlighted the playlist’s personalization features and high user engagement as key factors in their decision.

TurboTax's Perspective

“Taxes, much like music, aren’t a one-size-fits-all solution,” stated Cathleen Ryan, VP of Marketing for TurboTax. “Each tax situation is unique, and individual needs vary.”

“We are leveraging Spotify’s strong connection with its engaged audience to reach consumers and demonstrate how TurboTax provides the expertise they need, tailored to their preferences. Spotify enables us to achieve both broad reach and precise targeting, ensuring the right audiences are aware of the tools, guidance, and expertise TurboTax offers,” she concluded.