Campaign of the Week: Spotify Ads Call Attention to Unique Playlists

Spotify is already a big name in the music streaming industry. But the brand is aiming to increase its base of users even more with a series of funny ads that call attention to some of the unique playlists that people create on the platform. With titles like “I don’t know how to make a playlist,” the ads offer comical insights into the experience of using Spotify. So how do consumers view the ads? We asked 1,000 respondents about their use of music streaming services and then tested the Spotify ads to see what kind of impact they might have.

spotify cards

Music Streaming Services

In Ask Your Target Market’s latest online survey, 36% of respondents said that they use music streaming services every day. 28% use them a few times per week. 11% do so a few times per month. 4% use them a few times every three months. Another 4% said that they stream music less often than once every three months. And 18% said they aren’t music streaming consumers at all.

Of those who have used music streaming services, 44% have at least tried using Spotify. And 30% said they use Spotify regularly. The most popular dedicated streaming service appears to be Pandora, which 46% said that they use regularly. But 67% also said that they use YouTube to listen to music.

Spotify Playlist Ads

Overall, 23% of streaming customers said that they would be certain or practically certain about choosing Spotify the next time they stream music. And 21% said that it would be very probable. Of those who viewed a selection of the latest Spotify ads, 24% said that they would be certain or practically certain about choosing Spotify the next time they stream music. And 21% said that it would be very probable.

In addition, 75% of those who viewed the Spotify ads said that they’ve made their own playlists at some point. Of those respondents, 25% said that they would be certain or practically certain about choosing Spotify the next time they stream music. And 24% said that it would be very probable.

Brand Attributes

In general, respondents rated Spotify highly in terms of variety and respectability. Those who viewed the Spotify ads were slightly more likely to rate the brand highly in terms of those attributes. And they were also more likely to view the brand as popular.

Key Takeaways

The Spotify ads didn’t make much of an impact with streaming customers overall. But it was a bit more impactful with those who have made their own playlists at some point. What that could mean for Spotify is that it’s worthwhile to target those ads specifically to those who have used other services that also offer the ability to make playlists. For example, it could be more beneficial for Spotify to show ads to those who have downloaded apps like Apple Music instead of Pandora. Or Spotify could utilize some remarketing efforts to target ads at people who have used Spotify in the past but don’t do so regularly anymore.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Spotify Cards by Andrew Mager under CC BY-SA 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on February 19 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.