Culture Compass

The year on Spotify: Holiday

Insights that focus on family. Campaigns that feel like home. And a whole lot of cheer. Dig into everything you need to effectively reach your audience and tell memorable stories this holiday season.

Take the insights and inspiration with you

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Plan ahead

Sleigh bells may not ring until late December, but Spotify users start streaming holiday classics as early as November. For planners, this is key to making the most of the season. So you can connect with listeners from that very first jingle.

Understand the moment

The holidays are a time for togetherness, and we see that directly reflected on Spotify. Streams on smart speakers and TVs surge during the season, as loved ones gather to enjoy their favorite classics.

Whether listeners are feeling naughty or nice, we know music often takes center stage. One moment stands out in particular: mealtime. As traditions take place over mixing bowls and kitchen counters, families tune into the holiday soundtracks that matter most.

  • 76%

    Get smarter

    76% increase in smart speaker streams from October - December 2019
  • 41%

    Turn up the TV

    41% increase in TV streams from October - December 2019
  • 24%

    Dish it

    24% increase in streams during Dinner and Cooking moments

    Source: Spotify Internal Data, Global, 2020.

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 moods.

Sponsor one of Spotify’s flagship holiday playlists

Connect with listeners as they get into their own holiday spirit. From unplugged acoustic tunes to timeless Christmas favorites, reach listeners during moments of nostalgia, joy, and celebration.

Bring your message to Spotify listeners

Spotify Ad Studio gives you all the tools you need to reach your audience and get your message heard. Sign up and create your first ad today. Or get in touch with our team to build something big and plan your future campaign.

Explore more seasonal moments

Let’s talk

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