Spotify Launches Ads Manager In India, Expands Self-Serve Advertising Access

Music streaming giant Spotify has announced the rollout of its self-serve platform, Spotify Ads Manager, in India, enabling businesses to independently plan, create, and measure ad campaigns across audio, video, and display formats.

The launch significantly expands access to Spotify’s advertising inventory, allowing a broader range of advertisers, from large enterprises and agency-led brands to startups, D2C players, and SMEs,  to run campaigns without requiring large budgets or managed-service support. Advertisers can activate campaigns via credit card, pre-pay, or invoicing with ad credits.

Arjun Kolady, Head of Sales at Spotify India, said the move democratizes access to engaged audiences on the platform. “Spotify sits at the intersection of high intent and cultural discovery. With Ads Manager now live in India, brands of every size can reach these audiences directly and drive measurable impact,” he noted. He added that the platform also empowers musicians, labels, and podcasters to promote their work globally.

Spotify highlighted its strong user engagement in India, with listeners spending an average of two hours daily on the platform and 90% integrating it into their routines. The company claims its ads capture significantly higher attention compared to social media, with strong correlation between content engagement and ad interaction.

Platform capabilities

Spotify Ads Manager allows advertisers to launch campaigns within minutes, offering in-feed and in-stream placements across music and podcasts. The platform leverages Spotify’s logged-in ecosystem to enable targeting based on mood, listening context, and real-time intent, going beyond traditional demographic filters.

The company emphasized the effectiveness of multi-format campaigns, stating that combining audio, video, and display ads can drive higher sales lift and return on ad spend compared to single-format approaches.

To support performance-driven marketing, the platform introduces tools such as Split Testing for creative optimization and Automated Bid, which uses machine learning to adjust bids in real time.

Spotify has also integrated creative tools into the platform, allowing advertisers to produce audio ads using built-in features, including generative AI for script writing, voiceovers, and music mixing.

Measurement solutions include Spotify Brand Lift, Spotify Pixel, and Conversions API, along with third-party integrations with platforms such as DoubleVerify, AppsFlyer, and Branch.

With this rollout, Spotify is positioning itself as a more accessible and performance-driven advertising platform in India’s fast-evolving digital ecosystem.