Culture Compass

Back to School

How going back to school sounds on Spotify. Audio that’s a family affair. Moments that inspire virtual connection. And tips that help listeners focus while they study. We’ve done our homework to help you effectively reach your audience and tell memorable stories as kids (and parents) go back to school during a time unlike any other.

Understand the moment

Good news for parents: when the headphones are on, your kids likely mean business. Yep, that’s right. Playlists and music don’t distract from work—they enable it. People turn to audio that helps them tackle the tasks at hand, no matter their learning environment.

Among young listeners, Focus and Study moments grow significantly during the back-to-school months

  • 90%

    growth among ages 13-17

  • 50%*

    growth among ages 18-24

And as kids and families dive into some tough homework, they turn up the volume together. We see co-listening increase during more studious moments too.

Listening via a shared speaker grows across all age groups when kids go back to school

  • 20%

    growth among ages 13-17

  • 10%

    growth among ages 18-24

  • 10%**

    growth among adults 35+

Take all these insights with you

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Be part of the soundtrack

Spotify is the platform to get your message heard in the right moment. Our targeting solutions let you take advantage of these insights—so you can reach your audience as they stream relevant playlists. All while tailoring your message to specific devices and contexts.

Sponsor one of Spotify’s study or party playlists

Help your audience to get in the zone with music curated to increase focus and retention. Or, when the work is done, join in on the celebration with tunes that keep the virtual campus parties going.

*Source: Spotify First-Party Data, Global, 2020.

**Source: Spotify First-Party Data, Global, 2020.

Campaign ideas and inspiration


Create a classical schedule

Use dayparted audio to gift listeners with grounding, classical music for key learning moments. Wake up and wind down with parents, and be there for study time with students.


Be part of the lesson plan

Speak to audiences in the educational mindset through custom ads across our Science & Education podcast bundle. Turn pre, mid, or post-roll spots into teachable product moments.

Digital Experience

Inspire the collective

Enable virtual connection through a digital experience that allows students to mark this important milestone, whatever their current schooling situation.

Bring your message to Spotify listeners.

Ad Studio gives you all the tools you need to easily reach your audience and get your message heard. Get started and make an ad today. Or get in touch with our team to build something custom and plan your future campaign.

Explore more seasonal moments

Looking for something a little more custom? Let's talk.