- In the same way that it sends users year-end wrap-ups of their personal listening behaviors, Spotify is giving advertisers insights into their individual advertising campaigns and the collective habits of U.S. listeners compared with global counterparts.
- For U.S. listeners, podcast listening in the car is up 186% compared to the global average. U.S. listeners were 53% more likely to stream podcasts on a gaming console than users elsewhere. They are also 203% more likely to watch a video podcast on those devices.
- U.S. users were 67% times more likely to stream their music in the car than the global market. They have also increased the way they use music at home. U.S. listeners increased their dinner playlist streams by 21% year-over-year (and 50% more than the global average). U.S. listeners also accounted for 40% of the platform’s total streams of emo music last year.
Spotify’s listener data comes as the platform released its new “2025 Wrapped for Advertisers” feature that gives advertisers an interactive recap of their advertising year, including total ad streaming minutes, mix of ad formats and the top music and podcast genres of their audiences. Overall in the U.S., Science and Business & Tech were the fastest-growing podcast genres, up 32% and 27%, respectively, year-over-year.
The tool, accessible through Spotify Ads Manager, is intended to provide advertisers with actionable insights as they plan their 2026 campaigns.
