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Would you fill out this survey while listening?
Would you fill out this survey while listening?
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Oct 05, 2025
11:06 PM
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Podimo, Deezer, Tidal, JUKE, Napster… Music streaming services are popping up everywhere. But Spotify remains (still) the biggest player in the Netherlands. A whopping half of iPhone users have downloaded the app. This is, of course, interesting data for advertisers. And Spotify is now capitalizing on this by expanding its Spotify Advertising program.
Spotify users
Do you also use this streaming service? Then you're certainly not alone. Besides the Netherlands, Spotify is a popular platform in 77 other countries. Q1 results show that the platform has 422 million monthly active users worldwide . Of these, 182 million are "subscribers," meaning paying subscribers. Those are significant numbers.
Spotify can therefore be an interesting platform for both nationally and internationally oriented companies to reach a large audience.
Spotify User Results in Q1 2022.
Source: Spotify .
Spotify Advertising
Despite the impressive user numbers, advertisers are reluctant to use audio ads. According to Spotify, this is because the impact they create is difficult to measure. So, the actual return on your ad isn't entirely clear. This makes it unattractive to allocate budget for it.
Earlier this year, Spotify Advertising also launched a new tool: Ad Studio . This allows advertisers to target more effectively with real-time and genre targeting. This tool allows both small and large brands and businesses to create audio campaigns. To make these results more measurable, the platform is now introducing a new tool: Spotify Brand Lift.
Spotify Brand Lift
Spotify Brand Lift shows how Spotify users respond to their audio, video, and display ads in the Freemium version of the app. The launch of Spotify Brand Lift follows Spotify's recent acquisitions of Podsights (a podcast ad measurement service) and Chartable (a podcast analytics platform).
How does this tool work?
Spotify describes how their new tool works as follows:
The objectives and target group(s) are determined by the advertiser and Spotify.
The target audience is randomly divided into a test and control group: a group of Freemium users who see the ads and a group of Freemium users who do not see the ads.
Both groups will then be asked within 48 hours to participate in an in-app survey with questions about the campaign.
Spotify can use the responses from the test and control groups to see what impact the campaign has had on the brand, such as ad recall, awareness, consideration, and so on.
So the measurement method works via an in-app survey. Would that really work.
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