Similarly, “On Repeat” caters to Spotify’s more frequent users because of its focus on tracks users have played most often. When Spotify opened up “Discover Weekly” to sponsorship, for example, it noted that users who listened to this playlist streamed more than double those who didn’t. It also gives brands an opportunity to reach Spotify’s most engaged users. The sponsorship is made possible through the company’s Sponsored Playlist ad product, which gives brands the ability to market to Spotify’s free users with audio, video and display ad messages across breaks, allowing the advertiser to own the experience “end-to-end,” the company says. Spotify’s flagship playlist, “Discover Weekly,” became the first in 2019.

This playlist, launched in 2019 and featuring users’ favorite songs, is only the second personalized playlist on the music streaming service that’s being made available for sponsorship. Spotify is opening up its personalized playlist, “On Repeat,” to advertising sponsorship.

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