Spotify’s 2025 Wrapped for Advertisers has landed. It pinpoints how Spotify fans engage with the platform across different markets, moments, genres, categories, and devices. To help marketers crystallize their 2026 advertising strategy, here’s a sneak peek at global Spotify trends—and insights from Spotify’s in-house subject matter experts on how advertisers can gain a competitive edge in the year ahead.
On the road
In the US, fans were 67% more likely to stream in a car than the global average. Podcast hosts played passenger: US users were 186% more likely to stream audio podcasts on the road, according to Spotify’s local first-party data.
“As an LA resident, I know firsthand that US fans don’t just drive culture, we literally take it on the road, streaming in the car far above the global average,” said Jenny Haggard, global head of thought leadership at Spotify. “And with audio pods riding shotgun, advertisers have a rare chance to stay top-of-mind during one of the last truly uninterrupted moments of the day. This is what makes Wrapped for Advertisers so powerful—it gives marketers the insights to genuinely connect with fans.”
Want more US trends? Explore here.
Podcast time is personal
For Canadian streamers, podcasts are a pathway to their pastimes. Fans were 53% more likely than the global average to stream Games & Hobbies shows.
“Wrapped is built on billions of listening signals—patterns that aren’t noise, but statistically robust and often consistent across markets,” Sonia Jain, senior market researcher at Spotify, said. “In 2025, Canadian streams of Games & Hobbies podcasts surged as people gravitate toward content that lets them imagine, explore, and play. For advertisers, it’s a chance to reach an open-minded, curious audience in a high-attention, high-trust environment.”
Want to see what’s trending in Canada? Explore here.
Playlists made for two
In the UK, music streams during dinner and dancing moments are rising, up +22% and +11% YoY, Spotify’s data shows. Sounds like the perfect date night.
“Something we love about Wrapped is how clearly it shows the role that Spotify plays in life’s little rituals, like dinner, dancing, and winding down,” Bridget Evans, global head of advertising business marketing at Spotify, explained. “For advertisers, these behaviors open the door to more thoughtful, context-rich storytelling. Wrapped for Advertisers is all about the insights that can shape how brands show up in the moments that matter, and connect with highly-engaged fans.”
Want more UK insights? Explore here.
Love story?
German fans are 41% more likely to stream wedding playlists than the global average. But don’t swoon too much—they’re also 59% less likely to listen to love playlists compared to users in other countries, per local Spotify first-party data.
“Wrapped for Advertisers turns billions of streams into human stories, capturing the true pulse of culture,” Spotify’s creative lab lead Simon Jenkins said. “Sometimes, that culture shows up in wonderfully unexpected ways, as Germany’s somewhat paradoxical listening habits will tell you! It reveals not just what people listened to, but what moves and inspires them… and that is such a creatively rich proposition for brands.”
In love with German trends? Check them out here.
Sounds delicious
Japanese fans cook to a beat. Cooking playlists were streamed 2.4 times more often in Japan in 2025, compared to the global average, according to Spotify’s local first-party data.
“Streaming provides a powerful lens into the cultural trends emerging around the world, and to engage local audiences effectively, marketers must understand these nuances,” said Victor Barbieri, international marketing lead at Spotify. “If you’re considering reaching your audience in Japan, why not incorporate your message into one of our local cooking playlists? The next course could be your ad.”
Japan’s trends sound delicious. Explore more here.
To discover your local market trends, explore Spotify’s 2025 Wrapped for Advertisers.