Culture Compass


How Halloween sounds on Spotify. Tales of true crime and haunted soundtracks—plus hair-raising audio inspiration? You bet. We’re pulling back the curtain on insights that help you effectively reach your audience and tell memorable stories during the spookiest of seasons.

Understand the moment

Ghouls just want to have fun during the Halloween season. Sorry, we had to. With over 2 million Halloween-themed playlists on Spotify, curated screams and shouts keep the party going.

Listeners also turn to heady true crime podcasts to get into the spirit. And apparently revisiting your past makes for a spooky time—we see an increase in streams of classic oldies during this season, too.

More streams with a few extra screams

  • 30%

    Killer parties

    +30% increase in party playlist streams on Halloween compared to the October daily average

  • 55%

    Get nostalgic

    +55% increase in Oldies streams from September - October 2019

  • 45%

    Crime time

    +45% increase in true crime podcast streams during the month of October
  • 75%

    Ladies first

    +75% of true crime podcast listeners are women*

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 top Halloween playlists

You were working in the lab late one night, you say? Reach listeners in the spooky spirit and get your message heard on one of Spotify’s top Halloween playlists. Listeners are jamming out to everything from monster classics to collections inspired by Día de Muertos.

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

Campaign ideas and inspiration


Add some fright factor

Harness the power of 3D audio and spin harmless stories into frightening fables using spooky sound design.


Make your story come alive

Work with podcast hosts to record spooky scripted Live Reads across shows in the True Crime category.

Digital Experience

Play dress up

Help listeners find their perfect alter ego through a digital experience that offers a custom costume recommendation based on listening habits.

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.