Audience targeting for Marquee and Showcase campaigns

Choose which groups of listeners see your campaign, and in which market.

Choosing your audience

By default, we’ll show your campaign to listeners who are most likely to stream your release after seeing the recommendation.

This helps listeners see recommendations they enjoy, and helps you get the most effective results for your budget.

You can also choose to customize this audience by targeting specific segments.

When you choose to target specific segments, we'll include the audiences of all main artists on your release.

Learn more about audience segments

Note: You can’t choose individual listeners to target.

Note: You may not be able to target every segment if we predict you won’t reach enough listeners to spend your minimum campaign budget.

Campaign goals

Audience growth

If your goal is to share your music with listeners who haven't fully discovered you, we recommend targeting your programmed listeners or potential listeners.

• Programmed listeners: Listeners who've only streamed your music from programmed sources. This includes places like editorial playlists, playlists made by other listeners, sets from AI DJ, and personalized playlists like Discovery Weekly, Radio, and Autoplay. They haven't streamed your music from active sources in at least 2 years.
• Potential listeners: People who haven’t listened to you in at least 2 years, but whose listening habits suggest they may be interested in your promoted release.

Audience engagement

If your goal is to deepen fandom or engagement with existing fans, we recommend targeting your monthly active listeners.

Your monthly active listeners is listeners who've intentionally streamed your music in the past 28 days from active sources, including your artist profile, your release pages, or their own library and playlists.

You can further refine your campaign’s reach by choosing to target one or more monthly active listeners segment:

• Super listeners: Your most dedicated monthly active listeners who intentionally streamed your music 15 or more times in the last 28 days. They’re also the most likely to keep streaming your music.
• Moderate listeners: Monthly active listeners who intentionally streamed your music 3 to 14 times in the last 28 days, and could still develop into super listeners.
• Light listeners: Monthly active listeners who intentionally streamed your music 1 to 2 times in the last 28 days, and could develop into moderate listeners.

These three segments help create a fan funnel. Campaigns can guide listeners deeper into the funnel by encouraging active streams.

Audience reactivation

If your goal is to re-engage listeners who haven't heard your music in a while, we recommend targeting your previously active listeners.

This segment includes listeners who used to be part of your monthly active listeners but haven’t intentionally streamed your music in the last 28 days.

Restrictions

To make your targeting more effective, we’ve designed it to:

• Exclude listeners who’ve already intentionally streamed your release in the last 21 days
• Give listeners only one Marquee per release
• Give listeners only one Showcase per campaign

Campaigns promoting singles only reach Premium listeners, since only Premium listeners can pick individual tracks.

Premium listeners can choose not to see campaigns, but our data shows they find them relevant and listen to the releases promoted.