In March 2024, we launched the podcast streams objective on Spotify Ads Manager, to help podcast creators of all sizes grow streams of their podcasts on Spotify.

Today, we're expanding this objective so that video creators may also launch promotional campaigns for their content using Spotify Ads Manager—helping to drive audience growth while unlocking access to Spotify’s 640M+ global monthly active users.

With that, we're simplifying the name to 'streams'—the Ads Manager objective that enables robust podcast and video promotion on Spotify.

Who is the streams objective for?

If you’re a podcast or video creator, this objective is for you. Maybe you’re an independent content creator looking to drive streams of your podcast or video content on Spotify, or an established publisher with ambitions to reach new audiences on Spotify. You could also be a business or brand hoping to leverage branded content as a way to better connect with your customers.

How does it work—and how does it benefit podcast and video creators?

When creating a campaign in Ads Manager, you can choose from five different objectives. With this objective selected, you can:

1. Promote your content to high-intent listeners, unlocking access to Spotify’s 640+ million global monthly active users.
2. Reach your target audience with easy-to-use audience targeting tools (demographic, geographic, interests, and contextual) powered by Spotify’s first-party user data.
3. Drive engagement of your content with interactive and engaging ad experiences.
4. Leverage machine learning to optimise your campaigns in real-time for audience growth.
5. Understand your return on investment thanks to closed-loop attribution, giving you insights on how your ad spend is driving real results on Spotify (streams, listeners, new listeners, etc.)

How are streams measured?

When it comes to measuring success, Spotify can help you understand the consumer journey, from the moment a Spotify user sees or hears your ad to the second they stream your content.

1. Streams: The number of times listeners streamed your content for at least 30 seconds within 14 days of seeing or hearing your ads.
2. Listeners: The number of unique Spotify users who streamed at least 30 seconds of the promoted content within 14 days of seeing or hearing your ad.
3. New Listeners: The number of listeners who had not streamed your content in the 28 days before seeing or hearing your ad.
4. Listener Conversion Rate: The percentage of listeners who streamed your content after seeing or hearing your ad.

Creators have seen a meaningful increase in both streams and listeners from users who were served their ads, optimised with the streams objective.

Creative specifications

You can start leveraging the streams objective today—but before you do, be sure to familiarise yourself with the creative specifications.