Spotify Experiences 12% Growth YoY in Video Advertising in the US Market as it Scales Programmatic Strategy with the Trade Desk

As Spotify further embraces video advertising with its new ad exchange (SAX), the platform has seen a 11% year-over-year growth across all formats, and +12% on video ads in 2024 YTD (January to September). Now, video ads account for 20% of all digital ads for Spotify, according to Guideline, the single source of truth for advertising spend and pricing data, which captures actual agency investment from all agency holding companies and most large independents.

Other findings from the same period on Spotify include:

• Other Ad Types Stay Steady: Ad spending on audio ads was up 11% year-over-year, while spending on digital display ads was up 3% year-over-year.
• Who is Investing?: The top three product categories investing in Spotify by share of spend were CPG, Technology and Retail. Wellness (+66% YoY), Pharmaceuticals (+54% YoY) and Apparel & Accessories (+38% YoY) increased their investment the most. Automotive (-21% YoY) decreased their investment the most.
• Spotify Leads: Spotify continues to lead the US digital audio market in ad revenue, while growing its market share. Its biggest competitor’s ad revenue, Pandora, is up +2% in the year-to-date.

Alberto Leyes, Head of Product Strategy at Guideline, said: “Spotify’s SAX exemplifies how publishers are stepping up to provide advertisers with enhanced transparency across multiple types of placements in the programmatic landscape, while reducing costs and elevating control as they cut players from the supply chain.”

To learn more about Spotify ad spend, visit Guidelines’ website.

About Guideline

Formed in 2020 as a partnership between Scott Knoll, David Hahn, Michael Iantosca, and GTCR, Guideline is the world’s most trusted authority for accurate media data and collaborative planning tools to guide your advertising decisions. With the 2022 acquisitions of Standard Media Index and SQAD, as well as the 2023 acquisition of Mediaocean’s Lumina, the company offers a single source of truth for advertising spend and pricing data that provides unprecedented accuracy and transparency across the media industry as well as a powerful centralized media planning platform that delivers collaboration, efficiency, and analysis across multiple global media teams and agencies in one interface. To learn more about Guideline, visit guideline.ai. Follow us on LinkedIn.