Listeners can soon swipe on ads as Spotify turns up its ad mix

Spotify is expanding its advertising offering with new formats and optimisation tools, as it positions itself as a multiformat platform spanning audio, video and fan interaction.

The updates include revamped 'Sponsored playlists', a new 'Carousel ads' format, and additional campaign optimisation capabilities within Spotify ads manager.

For starters, the company has refreshed its 'Sponsored playlists' product to give advertisers full share of voice across selected flagship playlists, including RapCaviar, New Music Friday and Today’s Top Hits. Brands can also offer listeners limited ad interruptions while they are tuned into these playlists, in a move aimed at balancing visibility with user experience.

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Separately, Spotify is testing 'Carousel ads', a swipeable format that appears within the “Now Playing” view. The format allows advertisers to showcase up to six cards, each with its own image, description and link, including pricing or promotional messaging.

Early tests with brands such as Priceline, eBay and GNC indicated stronger engagement, according to Spotify.

The company is also introducing two new tools within Spotify ads manager aimed at improving campaign performance.

A split testing feature allows advertisers to compare different creative elements across metrics such as completion rate, click-through rate and cost per acquisition. Meanwhile, an automated bidding tool uses machine learning to adjust bids in real time, with the aim of maximising delivery against campaign budgets.

The updates come as Spotify continues to broaden its platform beyond music streaming, incorporating video, podcasts and interactive features as it looks to capture greater advertising spend tied to digital media consumption.

Brian Berner, global head of advertising at Spotify, said users on the platform are “actively choosing what they hear”, from curating playlists to watching video podcasts and interacting with features such as its AI DJ.

“Spotify has evolved into an immersive, multiformat platform where culture and brands can intertwine,helping them move from simply being heard to becoming a part of the fan experience.” he said.

The updates come as Spotify continues to broaden its platform beyond music streaming, incorporating video, podcasts and interactive features as it looks to capture greater advertising spend tied to digital media consumption.

The rollout follows a separate move on 18 March 2026, when Amazon Ads and Spotify launched a programmatic partnership in Australia, allowing advertisers to access Spotify’s audio and video inventory via Amazon’s demand-side platform

The integration combines Amazon’s commerce data signals with Spotify’s audience of more than 750 million monthly users, and enables campaigns to be planned, bought and measured alongside channels such as connected TV and display.

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