Is Spotify Backing Off Its Video Ambitions?
From creators to "sound on"?
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Last year, I wrote about Spotify’s seemingly umpteem, ham-handed attempts to turn what is primarily a listening platform in a video outlet, and how the company seemed to not know what it wants to be.
I’m still not sure, but I am wondering if maybe the music-streaming giant is signaling a tighter focus under new co-CEOs Alex Norström and Gustav Söderström - if not exactly a revolutionary one.
Case in point - not even a year after Spotify was shouting to all that it was now all about creators, the company has released this week a new report focused on The Sound On Era.
The report declares that:
“Today, we’re witnessing a fundamental shift: audio is no longer a listening-only format—it’s the connective thread of modern media. As AI transforms how we communicate, audio is reclaiming its place as humanity’s most natural interface.”
“Streaming, AI, and connected devices have restored something fundamental: voice as a primary interface. We’ve entered the sound-on era. [MIKE COMMENT: huh?] Audio has become the connective thread of modern media that turns passive consumption into emotional engagement and action.
“Audio is where people are now choosing to spend their most intentional, engaged moments.”
This is interesting coming at at time when all you hear about is that video rules, especially among younger generations. Plus, Spotify has been chasing video legitimacy for ten years.
But today, Spotify is saying we’re in a new Active Audio Era. Now, I would argue that when my mom and her family gathered around the radio to listen to “Little Orphan Annie,” that was an active audio era. Or like when people gathered together to listen to Mozart and Brahms. Still, Spotify’s emphasis on active listening seems revealing - and yes, they make a good argument that audio advertising is probably undervalued.
But then there’s this:
“[The goal for Spotify is to become] the world’s most intelligent, agentic media platform, one that you can literally talk to, that fully understands each individual listener and puts them in the driver’s seat,” said co-CEO Söderström.
Um, OK.
Then check out these nuggets:
"It makes the next generation audio-first by design.”
“A new cohort of consumers is being shaped by screen-free hardware like Yoto and Toniebox and voice-first communication tools like AI chatbots and voice messaging. They’re growing up with sound as their primary interface for learning, creativity, and connection.”
These are big statements without a lot of evidence. Is Spotify trying to distinguish itself from addictive short-form video platforms and AI Slop?
This all may be just mixed messaging from a company that has seemingly struggled to tell a coherent advertising and media story for a while. Or it could signal the start of a retreat.
Consider this emphasis from Spotify research “2 in 3 advertisers agree that audio ads are more effective at reaching people when they are highly receptive vs. visual or social media platforms.”