Culture Compass

The year on Spotify: New Year

Transitional moods meet aspirational messaging and monumental possibilities. Plus some motivation for the New Year. Explore how to effectively reach your audience and tell memorable stories as we ring in 2021.

Take the insights and inspiration with you

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Understand the moment

The New Year represents a time to reflect, reset, and sweat it out. Spotify listeners press play on what motivates them. And they swap the celebratory vibe for a calmer mood.

So while workout playlist streams increase over January, listeners are tuned into chill and focus streams, too. As fans strike the balance between work hard and...restore hard? You get it.

  • 24%

    Feel the burn

    24% increase in workout playlist streams in January 2020 vs December 2019
  • 10%

    Build up those reps

    10% increase in workout playlist streams week over week in January
  • 24%

    Take a breather

    24% increase in chill playlist streams in January
  • 40%

    Get in the zone

    40% increase in focus playlist streams in January

    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 top-performing workout playlists

Reach listeners as they stretch, crunch, and pound the pavement. From beast mode playlists to motivation mixes, tap into Spotify’s engaged audience at the start of their refreshed fitness journey.

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.

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