Spotify is introducing ads for podcasts, even for paying users

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 7 April 2021

Spotify is introducing podcast advertising in Australia, including for users with premium, ad-free accounts.

Spotify Podcast Ads, which has already rolled out in other parts of the world, will see ads, such as voice talent reads, inserted into podcasts across free and premium accounts.

Spotify says the update offers a more ‘scalable solution’ for advertisers. The streaming giant also adds that all listeners have the ability to “pause, rewind and fast forward” through any part of the podcast episode, including ads.

The update comes as Spotify reports a 100% growth in podcast listening hours in Australia for 2020, with 2.2 million podcasts currently available on the platform, up from a few thousand three years ago.

“The more digital audio continues to be a part of the daily lives of Australians, the greater the opportunity for brands to find and connect to their audience,” says Spotify AUNZ head of sales Pieter Manten.

“With Spotify Podcast Ads we aim to take podcast advertising to the next level, offering brands unique insights into their audiences and creative solutions that can truly capture consumer attention. We’re really excited about the impact we can deliver for brands”.

Advertisers are able to purchase Spotify Podcast Ads on a title-by-title basis, running their creative across preroll, midroll, or postroll ad placements within the show’s episodes. Select hosts across these shows, as well as a network of professional voice talent, can also team up with advertisers to help deliver their podcast creative to life on Spotify.

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