Have you ever thought about how much time you spend on Spotify, that is, already inside the Spotify app? It is easy to waste 30 minutes on Tiktok or Instagram, but you may not have the same instinct to apply the Swedish broadcast.
Nevertheless, Spotify is keen to remind the world of advertising only how much time its listeners spend in the application already.
The music application designed to work in the background is not a clear targeted market for advertisers, who tend to consider the users of the application negative or unwanted.
This can explain the reason for the decrease in the broadcasting platform ads. Spotify made $ 1.85 billion of advertising -backed revenue in 2024, a small part of $ 13.8 billion in excellent subscribers.
However, as part of a new campaign to enhance advertising -backed revenues, Spotify tries to convince advertisers that their listeners are only negative.
Alex Norsterom, co -chair of the elderly and the main employee of New York Times About Spotify.
NORSTROM put that this included the “jam” function, which forces listeners to convert both technology and cooperative to create the ideal group operating menu. He also referred to listeners who want to discover more about their preferred PodCaster or settling in an extended audio session.
“People feel satisfied when they are in Spotify,” Lee Brown, President of Spotify, said on Wednesday. “How many applications can you say that?”
Spotify aims to develop its advertising revenues by increasing the amount of time that its users spend on the application. To this end, the group strengthened its presentation of podcasts with a video, making it a functional comparable to YouTube.
The group wrote in 2024: “The higher the number of users of content, the greater the inventory of the advertisement that we have to sell in general,” the group wrote in 2024. The annual report.
Its strategy to do this, as Brown was summarized, was to put herself as a substitute for “rot and scrolling”.
Spotify’s Pitch comes to advertisers at a time when brands are more thinking about where they publish themselves. Elon Musk went to war with advertisers last year after he withdrew many funding from his X platform as its content became more toxic. they I started to return In the wake of the election of Donald Trump, who was highly supported by Muck.
The company has been deliberately in its message to advertisers in recent months.
What Wednesday event The endeavor to highlight the facilitation of advertisers to use the platform, including the use of Gen AI in text programs and audio comments in the United States and Canada.
In November of last year, Spotify said that 72 % of Gen Z looked to the application as The anticipation of kidnappingAccording to the results in its culture, the following report. The report, which aims to advertisers, pointed out that the respons of Gen Z preferred the brands that participate with Spotify by creating lists of playing or caring for live music events.
Spotify enjoyed the transformation of 2024 after it came out of 2023 with the largest round of workers’ demobilization. The company enjoyed The first full year From profitability and saw her share price more than twice last year.
This story was originally shown on Fortune.com
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