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In an age where attention is currency and digital fatigue is real, Spotify is making a compelling case to advertisers: it’s not just another app contributing to the problem of “rotting” minds and endless doomscrolling. In fact, it wants brands to see it as the healthier, more intentional alternative.
Most people don’t associate Spotify with the same compulsive behaviors they link with apps like TikTok, Instagram, or X (formerly Twitter). You don’t hear people saying, “I got lost on Spotify for hours.” That’s not because people don’t spend time on the platform, but because the way they interact with Spotify is fundamentally different. It doesn’t hijack attention with viral short-form content or sensationalist news. Instead, it weaves itself into everyday life in a more passive, often uplifting way — playing in the background while users work, drive, or exercise.
But this perception of passive usage has made Spotify less attractive to advertisers, who typically chase platforms where users are constantly clicking, watching, and engaging — even if those behaviors are contributing to a mental health crisis. This, Spotify argues, is a major oversight.
Despite having a massive global user base, Spotify’s advertising revenue in 2024 reached just $1.85 billion, a small slice compared to the $13.8 billion it earned from premium subscribers. Clearly, advertising hasn’t been the primary engine driving the company’s growth. But that might be about to change.
Spotify’s leadership is now doubling down on efforts to reframe how advertisers see the platform — from a passive music player to an active, emotionally positive digital
environment. The goal? To capture a bigger slice of the ad market while staying true to the user experience that makes Spotify unique.
“It’s more nutritious… rather than these high-caloric, quick things,” said Alex Norström, co-president and chief business officer at Spotify, in a recent interview with The New York Times. His metaphor makes the contrast clear: if TikTok is fast food for the brain, Spotify wants to be seen as a balanced, nourishing meal.
Spotify wants to shift the narrative around how and why people use the app. The company points to features like Jam, a group playlist tool that requires listeners to collaborate in real time, turning passive consumption into a shared, interactive experience. Then there’s the growing interest in podcasts, audiobooks, and artist deep-dives — experiences that are rich, long-form, and immersive.
This, Spotify claims, is the kind of digital environment brands should want to be part of — one where users are engaged, positive, and receptive to new ideas.
“People just feel good when they’re on Spotify,” said Lee Brown, the platform’s global head of advertising. “How many apps can say that?”
And there’s data to support that claim. In Spotify’s Culture Next Report, which focused on Gen Z audiences, 72% of young listeners said they viewed the app as a healthy alternative to doomscrolling — a welcome escape from the negativity and stress of other platforms.
Spotify’s strategy to boost advertising revenue is anchored in increasing the time users spend inside the app — not just listening, but actively engaging with features that open up new opportunities for brand placements.
To that end, Spotify has begun expanding its video podcast capabilities, adding a visual layer that brings it closer in functionality to YouTube. It’s no longer just audio; it’s a multimedia experience. And with that comes a broader inventory of ad slots, from visual banners to mid-roll spots within video content.
“The more content users stream, the more advertising inventory we generally have to sell,” the company noted in its 2024 annual report — a straightforward but powerful equation.
The emphasis here is not just on selling more ads, but on selling better ads — ones that feel native to the platform and that reach users in a mindset that’s open and engaged, not frantic or overwhelmed.
Spotify’s pro-wellness branding couldn’t come at a better time. Over the past few years, advertisers have grown increasingly wary of where their content appears. Platforms like X (formerly Twitter), now under Elon Musk’s ownership, have seen major advertising boycotts due to the rise in toxic, polarizing, or politically extreme content.
When brands are pulled into controversy simply by being visible on a platform, they become more cautious. And that creates a prime opportunity for Spotify, which positions itself as a brand-safe space — a cultural platform rooted in music, creativity, and positive experiences.
Spotify’s messaging to advertisers has become more focused and deliberate in recent months. At its latest event, the company unveiled new tools powered by generative AI to streamline the ad creation process. These tools — now available in the U.S. and Canada — allow advertisers to generate scripts and voiceovers quickly, opening the door to faster, more cost-effective campaigns tailored to the platform’s tone and format.
This mix of innovation and emotional appeal is what Spotify hopes will set it apart from competitors and increase its advertising traction in 2025 and beyond.
What Spotify is tapping into — and what could truly differentiate it in the ad world — is a shift in how users are thinking about their digital lives. There’s a growing fatigue with the addictive design of social media platforms, which promote mindless scrolling and algorithmic rabbit holes. While those platforms may generate billions in ad revenue, they’re also facing a reputational backlash.
By contrast, Spotify’s product is built around intentionality. You choose what to listen to. You seek out a podcast to learn something new. You follow an artist you love. It’s less about endless, automatic consumption and more about personalized, meaningful interaction.
For brands, this means a more focused, emotionally aligned audience — one that isn’t overstimulated or bombarded by ads, but rather, open to relevant, thoughtful messaging.
Spotify’s push to scale its ad business comes after a significant internal transformation. In late 2023, the company announced its largest-ever round of layoffs, sparking concerns about its long-term profitability. But 2024 brought a surprising turnaround.
Not only did Spotify report its first full year of profitability, but its stock price more than doubled, signaling renewed investor confidence. This momentum has empowered the
company to reimagine itself not just as a music or podcast platform, but as a full-fledged media ecosystem.
And in that ecosystem, advertising is no longer an afterthought — it’s a core pillar of growth.
One of the smartest angles Spotify is pursuing is connecting brands to cultural participation, rather than to pure algorithmic reach. This includes encouraging brands to create custom playlists, sponsor live music events, or collaborate with popular podcasters — tactics that feel less like interruptions and more like organic contributions to the user’s experience.
Gen Z, in particular, seems to value this approach. As digital natives, they’re hyper-aware of how brands communicate and where they show up. They want experiences, not noise. And Spotify, with its deep roots in music culture, feels like a place where that can happen authentically.
In this sense, Spotify isn’t just offering ad slots — it’s offering cultural currency.
