Disney+ Hotstar helps amp up Spotify’s reach among music aficionados

In just the last decade, content consumption patterns have seen a never-before evolution across the globe, led by technological advancements. Particularly, during the recent lockdown in India and the world over, audio and video streaming services rose in popularity as people began to explore ways to stay entertained and engaged indoors. Swedish audio streaming giant, Spotify, in just a little over a year of its India launch, too has made remarkable strides in a category that already had significant names among service providers.

‘Spotify playlists’ has already become quite the buzzword among music enthusiasts. To further awareness of its range and types of playlists, Spotify India chose to partner with Disney+ Hotstar.

The perfect play

With the objective to increase the popularity of Spotify playlists, Disney+ Hotstar helped the brand reach relevant audiences in targeted geographies. The strategy helped maximise Spotify’s reach by leveraging geo-targeted midroll ads which was further made relevant through affinity targeting. Additionally, 30-second edits built message association as well. Users could also use swipeable carousel cards to reach Spotify playlist streams.

The wide range of playlists available on Spotify was highlighted for Hindi-speaking markets as well as regional areas. Audiences in the top 20 cities saw Hindi creatives, while regional creatives were targeted in markets like Hyderabad and Chennai.

All the right notes

The campaign generated significant buzz and the desired impact across both ad memorability and purchase consideration.

It delivered a total of 27 million impressions with an impressive 95% completion rate. The strategy to reach Hindi-speaking and regional markets with relevant messaging paid off, too. Spotify’s campaign achieved a CTR of 3.2% for the Hindi creative, and 2.7% and 1.6% for the Tamil and Telugu markets, respectively.

It saw an uplift of 5% in aided awareness while online ad awareness and subscription intent increased by 10% and 7%, respectively.

The right timing combined with a strategic and insightful campaign by Disney+ Hotstar reaped the right dividends for Spotify India as it looks to further its popularity among its Indian audience.