Benchmarks
April 6, 2025
Spotify Ads Benchmarks Per Industry (2025)
Spotify has grown into a full-funnel ads platform with massive global reach. As an audio-first environment, CTRs are lower than visual platforms, but attention, recall, and post-exposure actions can be strong—especially with video, podcasts, and CTA Cards. Below is a concise, data-driven snapshot of 2025 benchmarks by industry, plus the newest ad formats to test now.
How to Read the Numbers
CTR = % of impressions that get a click
CPC = Spend ÷ clicks (Spotify is mainly CPM-priced; CPC depends on CTR)
CPM = Cost per 1,000 impressions (typical self-serve range ≈ $15–$25)
CVR = % of clicks that convert
CPA = Spend ÷ conversions
Rule of thumb: At $20 CPM, 0.10% CTR implies ≈ $20 CPC; 0.50% CTR implies ≈ $4 CPC.
Global Averages (All Industries)
Metric | Typical 2025 Range |
|---|---|
CTR | ~0.06–0.15% (audio); higher with video/podcast integrations |
CPC | Widely variable (CPC = CPM/CTR). Expect $4–$30+ depending on CTR |
CPM | $15–$25 (standard self-serve); higher for premium takeovers/sponsorships |
CVR | ~1–10% from click (higher for app installs/trials, lower for purchases) |
CPA | Heavily offer-dependent; $10–$150+ across verticals |
Spotify Ads Benchmarks by Industry
Industry | CTR | CPC (implied) | CPM | CVR | CPA (typical) |
|---|---|---|---|---|---|
Retail & E-commerce | ~0.05–0.10% (audio); up to ~1.5% in standout cases | $20–$30 (can be <$5 with strong CTR/video) | $15–$25 | ~1–2% (promos higher) | ~$20–$100 (offer value-dependent) |
Gaming (Apps/Titles) | ~0.10–0.30% audio; 0.5–1% video common | $5–$20 audio; <$5 video | $15–$25 | 10–20% (click→install) | $5–$15 per install |
Technology / B2B SaaS | ~0.15–0.30% audio; ~1% video possible | $5–$15 audio; $2–$5 video | $15–$25 | ~5–10% (trial/demo) | ~$20–$100+ (higher for qualified B2B leads) |
Finance / Fintech | ~0.03–0.08% | $20–$40 | $20–$30 | ~2–5% | ~$50–$150+ (LTV-driven) |
Entertainment & Media | ~0.10–0.20% avg.; 0.5%+ with offers/trailers | $5–$15 | $20–$30 | ~5–10% (trial/tickets) | ~$10–$50 |
Automotive | <0.05% (awareness-led) | N/A (few clicks; very high effective CPC) | $15–$25 | N/A (measure lift/intent) | N/A (opt for brand lift / showroom KPIs) |
Health & Wellness | ~0.05–0.10% audio; 0.2–0.3% with strong CTA | $10–$30 | $15–$25 | ~5–10% | ~$5–$20 (trials/signups) |
Education / EdTech | ~0.10% (to 0.3% with motivated audiences) | ~$10–$20 | $15–$25 | ~3–5% | ~$30–$100 (lead vs. enrollment) |
Travel & Hospitality | ~0.05–0.10% audio; ~0.5% video | $5–$30 (format/seasonality) | $15–$30 | Very low direct; stronger post-view | High per booking; judge by uplift |
FMCG / CPG | ≤0.05% (brand-first) | Very high (clicks are rare) | $15–$25 | N/A direct; measure sales lift | Use sales-lift / reach KPIs |
What’s New on Spotify Ads in 2025 (Quick Guide)
Podcast Ads (host-read & automated): High trust, strong post-exposure actions; pair with CTA Cards for delayed clicking.
Video Takeover & Opt-In Video: Video usage surging; adding video often boosts CTR and lowers effective CPC.
Sponsored Sessions (Rewarded): 30 minutes ad-free in exchange for a short video—near-universal completion and premium attention.
CTA Cards on Audio/Podcasts: Persistent, tappable cards turn remembered ads into clicks later; essential for performance goals.
Richer Targeting: Context/moment, genre/mood, device, and podcast category targeting to match message with listening moments.
Fast wins: pair audio + video, add CTA Cards, and align targeting with context moments (workout, commute, focus).
Final Thoughts
Spotify’s superpower is attention with intent-friendly context—music moments, podcasts people trust, and increasingly visual formats. Use the industry ranges above to set expectations, then engineer outcomes with video + CTA Cards, podcasts, and moment-based targeting. Judge success beyond CTR: brand lift, search lift, trials, and installs often tell the real story.
Ready to Plan Better Campaigns with Data-Driven Confidence?
Bring these Spotify benchmarks into action with AdBacklog—the all-in-one campaign hub for fast-growing teams.
Track every ad, version, and result — in one place
Collaborate without the chaos
See what’s live, what’s working, and what’s next
No limits. No credit card. Just clarity.
Let your marketing workflow finally work for you.
