The addition of Playlist Targeting to Spotify’s audience targeting capabilities means that brands will be able to target audience segments based on who they are (age and gender; geography; language), what they’re listening to (playlist; genre) and when and how they’re listening (time of day and by platform/ device).

“When users hit play on one of the billions of playlists on Spotify, they often signal a common activity or mood – like workout or chill,” stated the announcement, according to a story on Mumbrella.

“Starting May 1, brands will be able to target unique audience segments based on streams from Spotify’s 1.5 billion-plus playlists, from workout enthusiasts and commuters to millennials, parents and more.”