Spotify, in partnership with Amplified Intelligence, has released a new report titled 'The Attention Advantage: Capturing Engagement with Spotify'. The study delves into how video advertising on Spotify garners high levels of audience attention. Building on Spotify’s previous research into audio engagement, this report shifts the focus onto video.

Key findings suggest that Spotify Video delivers 55% more active attention than online video and 34% more than video-on-demand (VOD) on TV. Exceptional creative content on Spotify captures user focus during 'mind-free' moments like commutes or workouts. The best-in-class video creative from brands on Spotify garners 26 seconds of attention, double the online video platform average of 13 seconds. Furthermore, video on Spotify amplifies active attention by 503% compared to scrollable social media.

Adrian Bingham, Head of Sales, Spotify AUNZ, stated, “This report is the latest step in our journey in continuing to build evidence that backs up what we’ve always known; Spotify is an ideal environment for engaged, receptive listeners, with music and podcasts positively impacting their state of mind. Spotify’s content formats outperform traditional media formats and other social platforms when it comes to attention and engagement, and Spotify Video is a powerful additive tool for advertisers as we lead the way in visual attention.”