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Spotify opens a second personalized playlist to sponsors, after ‘Discover Weekly’ in 2019 – TechCrunch

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

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 displays ad messages across breaks, allowing the advertiser to own the experience “end-to-end,” the company says.

It also allows brands to reach Spotify’s most engaged users. 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. Similarly, “On Repeat” caters to Spotify’s more frequent users because of its focus on tracks users have played most often.

Since the launch of “On Repeat” in September 2019, Spotify says the playlist has reached 12 billion streams globally. Fans have also spent over 750 million hours listening to the playlist, where artists like Bad Bunny, The Weeknd, and Ariana Grande have topped the list for “most repeated” listens.

Though Spotify today offers numerous owned and operated playlists for sponsorship, its personalized playlists have been mainly off-limits — except for “Discover Weekly.” These are highly-valued properties, as Spotify directs users to stream collections powered by its algorithms, which Spotify organizes in its ever-expanding “Made for You” hub in its app. Here, users can jump between “Discover Weekly” and other collections organized by genre, artist, decade, and more — like new releases, favorites, suggestions, etc.

With the launch of sponsorship for “On Repeat,” brands across 30 global markets, including North America, Europe, Latin America, and Asia-Pacific, will be able to own another of Spotify’s most prominent personalized properties for a time.

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Tristan McCue is a 26-year-old junior programmer who enjoys reading, binge-watching boxed sets, and appearing in the background on TV. He is smart and friendly, but can also be very evil and a bit lazy.He is an Australian Christian. He has a post-graduate degree in computing.
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