Spotify is the largest service for music streaming in the world where listeners choose from various music genres and artists as well as podcasts and other audio content. As it is most popular across the globe, many artists make the most of Spotify promotion to buy Spotify plays since it is a strategy that is beneficial as well as profitable in promoting music.
Spotify Pauses Political Advertisements
Spotify is also a place where advertisements are placed, which is why many political parties take advantage of this. However, according to the company, it is pausing political advertising in its own podcasts and streams early this year since it can’t monitor or keep watch over the accuracy of the ads.
In a statement given by a spokesperson of the company, they lack the needed degree of robustness in their systems, processes, as well as tools to review and validate content responsibly. The company, however, is going to reassess the decision they have made as they carry on to evolve in their capacities to do so.
The said policy would affect Spotify listeners using ad-supported services, and programs and podcasts that the company itself produces. However, podcasts not owned by the company could still get political advertising.
Ads that are excluded include those from political parties, committees on political action, political candidates, as well as officials who are either elected or appointed. Ads wouldn’t be permitted to campaign for or oppose political entities or say something on legislation, other propositioned laws and referendums of voters.
Spotify, which has over 240 million global users, trails Google and Twitter in pulling back from politics. In November 2019, Twitter forbade ads from political candidates, officials as well as political parties, and other ads that cite those bodies. Google made it tougher for advertisers to aim at audiences for ads that are political, which includes targeting individuals by their affiliation of political party.
As per Ad Age who initially give an account on the news, Spotify intends to better its ad technology and ultimately reintroduce and reestablish to its platform and service political ads. The company doesn’t support political ads in areas outside the United States.
Based on financial filings, advertising contributes a small fraction to the revenue of the company. Over 90% of the sales of Spotify the previous quarter stem from premium users.