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Self-care on Spotify – A ‘chill pill’ for your brand

   

 

 

 

 

 

 

For many in the imposed quarantine, music was almost therapeutic - most people have a liking for a particular kind of music that can change their mood. 45% of Spotify Free users are streaming more because of the pandemic and it shows in moments that are necessary for sustaining their wellbeing.

In the last 18 months more people have prioritised their physical and mental health. They have indulged in self-care more than at any time in the past. And in all this, music played an important role as a companion. Music became an important way of dealing with anxiety, distance, and change.

This included parents who played music to  put their kids to bed, fitness enthusiasts who created workout playlists, listeners who created and listened to more 'chill' music playlists to unwind- moments of self-care and wellness became obvious.

We are all creatures of habit and the changed work-life dynamic has even altered regular routines set for health and wellness. Listeners are likely stepping away from their work and taking time to reset, whether that’s through movement, guided meditations, or podcasts that help them tap into their wellbeing.

Wellness Packages on Spotify let brands reach out to listeners across different routines of wellness throughout the day. Spotify listeners embrace self-care, and for brands, this represents a unique opportunity to meet their audience in those moments.

  

      Spotify listeners care about self-care

In 2020, ‘Chill’ was the #2 moment for Spotify listeners in India and 53% of those streaming the chill moment were between the ages of 18 to 242. In 2021, Spotify India users have spent 5.5 million minutes – that’s almost 10,000 hours – in chill, sleep, workout and wellness hubs, so far2. This is consistent throughout the week, making it a part of their everyday routine.

Self-care moments such as chill, sleep and workout constitute 27% of total streams on Spotify3.

A key part of self-care is sleep and it’s no wonder that Sleep is one of the top three most searched-for moments on Spotify that users like to soundtrack3.

 

     Be a part of every moment in their wellness journey

The second half of the workday is usually considered low access for advertisers.

But, this is Spotify; here, core engagement for self-care moments peaks between 2 pm to 7 pm, reaching listeners at a time when they’re typically unavailable for other forms of advertising.

 

     Wellness Packages that care about your brand and your audience

Each Wellness Package has been carefully curated to get your brand closer to the listener’s self-care moment. You can reach your audience in moments that matter by targeting based on their playlist affinities, podcast preferences, past behavior, and genre-targeting.

With the Rest & Relaxation Package, your brand can reach listeners as they put their mind and bodies at ease during different times of the day. Get your message out early in the morning between 6 am to 9 am, an hour in the evening between 6 pm-7 pm, and then again from 9 pm to midnight. Reach out with playlists and podcasts when Spotify listeners set the tone for that time of the day, moment and setting. Rest assured.

The Movement Package is for brands that want to make the right move towards listeners who love to move and workout. From yoga and sports to high-tempo workouts, get your brand heard from 6 am to 10 am and 6 pm to 9 pm with playlists and podcasts Spotify listeners trust to get them moving.

The Ultimate Care Package combines both the Rest & Relaxation and Movement packages and brings your brand closer to Spotify listeners who love to experience all aspects of self-care. Engage with them from 6 am to 10 am as they get set for the day and then again from 6 pm to midnight as they relax and unwind.

For more on the packages, write to us at spotify-advertising-india@spotify.com to get in touch with our client support team.

 

     

      Sources:

1-      GWI, Spotify Free Users US 2021

2-      Spotify INDIA Internal Data, Q1 2021

3-      Spotify Internal Data, Jan - Nov 2020

4-   GWI, Spotify Free Users India 2021

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