Through unique first-party data, the platform provides entertainment marketers with research that can potentially enhance their advertising campaigns.
When a thrilling moment happens on the world stage, whether it’s a major sporting event, an unexpected scandal, or the release of a highly-hyped movie expected to break box office records, Usually delivered to Spotify in the form of music or playlists. And podcasts.
When these cultural moments permeate our platform, we can create long-term impact and reach a global audience of over 550 million people looking for deeper engagement. Last year, Spotify conducted a survey for entertainment marketers that highlighted the potential for well-planned and executed advertising campaigns on the platform, regardless of the demographics being targeted.
This year, Spotify is going one step further, demonstrating through unique first-party data just how impactful the relationship between entertainment and digital audio really is.
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Spotify World’s “Barbie” Girl
Pop culture lovers don’t have to cast their minds far back to remember the biggest cinematic splashes of 2023. On Friday, July 21, both “Barbie” and “Oppenheimer” opened in theaters in a thrilling head-to-head (known). (as “Barbenheimer”), U.S. ticket sales exceeded $230 million that weekend alone.
“Barbie” drew huge audiences to theaters across the country, and on July 22, fans took to Spotify to show their appreciation. In the U.S. alone, streams for the official “Barbie” playlist increased by more than 1,800 percent that Saturday, and some of the movie’s most memorable anthems exploded on a similar scale.
In the U.S., streaming numbers for “Spice Up Your Life” increased by 190%. [From Barbie The Album]” came in a close second place with +180%. “Barbie Girl” and “Dance the Night” also rose significantly [From Barbie The Album]”, tracking at +170% and +105%, respectively.
What’s more, “Barbie The Album” was the most streamed new album on Spotify worldwide from July 21st to 23rd, ahead of “I’m Just Ken” (No. 8) and “Man I Am” (No. 2). ). 10) Both of his songs debuted in the top 10 on the weekend’s global charts.
“Stranger” stream occurs
For entertainment marketers, the streaming numbers for “Barbie” highlight an opportunity to reach avid moviegoers with a timely message, but the seductive power of television cannot be overlooked.
In June of this year, “Running Up That Hill (A Deal With God)” surpassed 1 billion streams on Spotify. This is the latest milestone hit since it went viral after the release of Stranger Things Season 4 in 2022. After the premiere, his Spotify streams of Kate Bush’s 1985 hit song increased by more than 8,700% worldwide and an even more impressive +9,900% in the US.
“Whether it’s movies or TV, fans flock to Spotify to continue the stories they watched in theaters or streamed at home,” said Mags Zielinska Banks, the platform’s head of entertainment development. Masu. “Spotify and the endless synergies of entertainment come together to create an incredibly creative canvas for marketers to leverage and share their messages in an engaging environment.”
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passion for podcasts
While soundtracks offer a way for fans to revel in the fun of the movie or show they just watched, podcasts allow them to dive deeper into every scene and relive the moments that evoked a strong emotional response that they want to experience all over again. can.
Case in point: In May 2023, engagement with the podcast topic “Succession” spiked +2,833% on Spotify after the “Tailgate Party” episode in season 4, and again in June after the series finale + It jumped by 267%.
It’s not all about the story. When significant events occur off-screen in the entertainment field, fans also flock to podcasts. TV fans won’t be forgetting “Scandoval” any time soon, but especially those who were listening to the “Vanderpump Rules” podcast in March 2023, in the immediate aftermath of the scandal. However, the number of Spotify podcast streams on this topic peaked at 608%. . The same trend emerged after the season 10 finale in May 2023, with podcast streams surging after online searches for the topic peaked, and conversation durations extending well beyond the season finale date.
“It’s important to plan campaigns around high-profile moments, such as movie premieres, but it’s not always possible to predict when the next big cultural moment will occur,” says Spotify’s Advertising Business. says Grace Kao, Global Head of Marketing. “By investing in podcast advertising as part of your always-on strategy, you can not only leverage the authenticity and authenticity of podcasts, but also ensure your brand is included in the hot cultural conversation from the moment it hits the headlines on Spotify. can do.”
And TV and movie screens aren’t the only places people reach for their favorite podcasts. Major sporting events also attract numbers. On Spotify, this year’s championship series between the Denver and Miami teams in the National Professional Basketball League saw a +505% increase in engagement for his topic podcast from May to June. What’s more, it was up a whopping +11,148% after the league’s All-Star Game in February.
Meet your audience in an immersive way
By planning well in advance for pop culture moments that have the potential to capture the world’s attention, entertainment marketers have the opportunity to convey their unique message before, during, and after the main event. .
Spotify is the place where viewers go to re-immerse themselves in the moment, whether it’s playing movie soundtracks, enjoying the songs that made epic episodes of their favorite shows, or deepening their knowledge and perspective through podcasts. is. In fact, Spotify’s June 2023 “Culture Next” report revealed that 78% of Gen Z in the US agree that Spotify draws people deeper into their culture. I did.
Spotify’s advertising solutions include playlist sponsorships, video takeovers, podcast buy-by-title, and more, allowing advertisers to align their brands with influential hosts, voice talent ads, and more. Run hosted read-aloud ads to gain more influence. Additionally, the Spotify Audience Network allows advertisers to expand their reach across the Spotify Network, whether their audience is listening on Spotify or another platform. Masu. And Spotify Ad Analytics, a powerful and completely free service, helps you measure the impact of your ads at every stage of your marketing funnel.
If entertainment advertisers want to reach an engaged audience that wants to know about the next blockbuster or the latest trends, it’s essential that they meet their audience on a platform that reflects and amplifies pop culture. With over 500 million monthly active users worldwide, Spotify offers brands the opportunity to scale and soar as much as the culture-driven trends seen on its platform.
