Following Discover Weekly, Spotify opens “On Repeat” personalized playlists for brands

According to techcrunch, digital music player Spotify is opening its personalized playlist "On Repeat" to advertisers.

Spotify 's "On Repeat" list was launched in 2019 in conjunction with "Repeat Rewind", dedicated to providing users with personalized music playback services. When users use the On Repeat feature, Spotify will play the music tracks that they have played most frequently in the past 30 days.

Spotify ’s sponsored playlists make brand sponsorships possible. This advertising product enables brands to market to Spotify users during their breaks through audio, video and display advertising messages .

（Spotify official website）

Spotify pointed out that when it opened "Discover Weekly" to advertisers in 2019, due to its unique personalized experience, users who listened to this playlist had more than twice the streaming volume of users who did not listen . The newly opened "On Repeat" focuses on the tracks that users play most frequently, so it can also achieve excellent brand promotion effects.

And since its launch in September 2019, Spotify's "On Repeat" playlist has been played 12 billion times worldwide, and fans have listened to it for more than 750 million hours , with singers such as Bad Badny, The Weeknd and Ariana Grande being the most popular on the playlist.

With the launch of the “On Repeat” sponsored ad service, brands in 30 global markets including North America, Europe, Latin America and Asia Pacific will be able to leverage Spotify’s most prominent personalization assets for a period of time.

The first company in the U.S. to use Spotify’s sponsored playlists was tax software company TurboTax , which cited Spotify’s personalized service and user engagement as two of its most valued factors.

“Like music, taxes are not one-size-fits-all. Every tax situation is unique and everyone’s needs are different,” Cathleen Ryan, vice president of marketing at TurboTax , said in a statement. “That’s why we’re leveraging Spotify’s connection with listeners to attract and reach specific consumers and help them get the tax expertise they need based on their circumstances.”

Spotify

Personalized advertising