Spotify launches carousel ads and branded playlist takeovers to build a full-funnel ad platform

Spotify is rolling out swipeable carousel ads that let brands showcase up to six products with individual images, links, and pricing details, appearing in the app's Now Playing view while users consume content. The platform is also introducing branded takeovers of flagship playlists like Rap Caviar and Today's Top Hits, where a single advertiser runs exclusively during play and listeners hear fewer ad breaks in exchange. Both formats target Spotify's free-tier users, and the moves are part of a broader push to position Spotify as a full-funnel ad competitor to Meta, TikTok, and Google, backed by the company's claim that users spend an average of two hours daily on the platform.