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In early 2019 Spotify opened up its flagship algo-personalised playlist, Discover Weekly, to brand sponsorships. However, so far the option for advertisers to sponsor the playlist has only been tested in North America and Latin America, as well as the UK.

Now it’s crossing the seas to Europe, the Middle East and Africa. Nine countries, to be specific: Austria, Belgium, Ireland, Poland, Portugal, Saudi Arabia, South Africa, Switzerland and Turkey. So, not the biggest markets in mainland Europe yet, but an expansion nonetheless.

Spotify’s regional sales boss Rak Patel said that the tests so far have “had great feedback from brands that have seized the opportunity to engage with a hyper-captivated audience”.

This being advertising, the sponsorships only happen on Spotify’s free tier, but not for paying subscribers’ Discover Weekly playlists.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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