Reach streaming music’s largest ad-supported audience
Spotify's free and Premium listeners are more similar than you might think. People who listen for free are the primary addressable audience for ads on the platform, giving advertisers access to a large audience of engaged fans.
777M
monthly active users¹
60%
of users on the free, ad-supported plan¹
16%
of Internet users have a free account²
Who is part of Spotify’s free, ad-supported audience?
Listeners look similar across free and Premium plans across several demographics: age, gender, and household composition.² Users on Spotify’s free plan also have a higher average household income than free users on competitive music streaming services.²
Choosing a free account doesn't necessarily indicate limited spending power. Among ad-supported Spotify luxury buyers:
36%
are happy with the ad-supported plan
28%
prefer to spend money on other things
22%
don’t mind hearing ads in exchange for free access to premium content³
Are Spotify’s free plan users receptive to ads?
Instead of interrupting people’s lives, we integrate seamlessly into them and enhance the moments they’re most invested in. Because we’re a companion during daily rituals, users are more present, emotionally connected, and receptive to brands.
1 in 5
free users tend to buy brands they’ve seen advertised²
1 in 7
use ads on music-streaming services for brand discovery
Can I reach Spotify Premium users?
Premium users can only be reached via select podcast solutions, such as baked-in host reads.
Get your ads
on Spotify today
Get started in Spotify Ads Manager, or contact your rep to learn more about Spotify Ad Exchange.