News & Insights

How to score Douze points with Eurovision fans on Spotify

Don’t have months (and millions) to create a Eurovision-themed advertising campaign? No problem. Set up a campaign with our self-serve ad manager, Spotify Ad Studio, to reach fans of music’s biggest moment in Europe and reach your goals with a team of free creative tools and services.

How self-serve advertisers and local businesses can reach Eurovision fans

Ready for wild sets, outrageous outfits, and catchy pop ballads? Eurovision, Europe’s biggest music calendar highlight, is almost here—and your audience is tuning into related playlists on Spotify to soundtrack the excitement.

Here’s what advertisers need to know about how Eurovision fans are streaming on Spotify.

  • +594%

    Streams of Eurovision playlists

    Increase in streams of Eurovision playlists during Eurovision 20211
  • 26.9M

    Minutes streamed

    Minutes streamed of the Eurovision 2021 playlist on Spotify2

Who they are

Eurovision playlist listeners are more likely to be female, and 71% of Eurovision playlist streams in 2021 were from listeners ages 13-34.3

How they listen

Over half of Eurovision streams occur on a tablet or mobile device. There’s also a 54% over-index of TV streaming.4

What they listen to

The top genre for Eurovision playlists is World Pop, with 87% of all streams - followed by Pop, EDM and Rock.5

When they listen

Eurovision streams peak the day after the event—with listeners tuning in to catch up on the hits (and misses) of the night.6

Inspiration for self-serve advertisers

Reach fans in the moment with real-time context targeting.

Connect with Eurovision fans as they revisit previous years’ winners and discover new favorites. Spotify uses contextual audience targeting to pick up on listeners’ real-time context, ensuring the right ad appears at the right moment. Context can supercharge media strategies by informing your ad creative—so you can create more tailored messages relevant to listeners.

Serve up partytime essentials with audio.

For food, beverage, and FMCG snack brands, Eurovision is a great opportunity to reach hungry audiences as they plan Eurovision watch parties with their friends and family. Rise above the noise with audio ads that hook listeners’ attention as they gear up for the final rounds. Need some inspiration? Check out how Pizza Hut used immersive audio ads that replicated the roar of a game-day football crowd and delivered the messaging—focused on value and delivery options—via voiceover in the style of a pro sportscaster.

🎧 Grab headphones for the full effect.

00:00 / 00:00

Embrace nostalgic sounds.

Help fans relive memories of Eurovisions past and create audio ads that tap into nostalgia. Flex your creative muscles (and maybe bust out the synths) to incorporate throwback sounds into your audio campaign. Read our quick-start guide to creating digital audio ads to help you get started.

Score more points with multiple formats.

Consider putting two stars together in your next Spotify campaign: audio and video ads. Where audio ads can reach listeners in screenless moments (like while they’re working out, cooking dinner, or driving), video ads are served when the Spotify app is in focus. Together, they can extend the impact of your ads and reach listeners in the right moments. Learn more about how to pick the right ad format based on your campaign goals and creative capabilities.

  1. Source: Spotify Internal Data, Playlist Keywords including ‘Eurovision,’ Event Date= Mar 7 18-22, Averaged May 18-May 31 vs. two weeks prior, Global
  2. Source: Spotify Internal Data, May 2021, Spotify Free Users, Global
  3. Source: Spotify Internal Data, Playlist Keywords including ‘Eurovision,’ 8-29 May 2021, UK
  4. Source: Spotify Internal Data, Playlist Keywords including ‘Eurovision,’ 8-29 May 2021, UK
  5. Source: Spotify Internal Data, Playlist Keywords including ‘Eurovision,’ 8-29 May 2021, UK
  6. Source: Spotify Internal Data, Playlist Keywords including ‘Eurovision,’ 8-29 May 2021, UK

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