The news: Spotify is launching a free ad-supported TV (FAST) channel in partnership with Samsung TV Plus, per a Thursday announcement. Named “The Ringer by Spotify,” the channel will air video podcasts from the Spotify-owned network across Samsung’s ecosystem of connected TV (CTV) devices, allowing advertisers to capitalize on engaged audiences increasingly shifting to FAST channels and video podcasts.

The FAST-podcast advantage: With FAST viewers already accounting for over one-third (34.6%) of the US population, podcast listeners representing 42.6%, and audiences’ growing preference for video podcasts, Spotify is betting on fast-growing markets as its next growth frontier. Its strategy: Reach people by appearing on every screen possible.

The move will expand advertising space on Spotify properties, unlocking key opportunities for advertisers:

• FAST services are well-positioned to survive economic uncertainty because they aren’t at risk of increasing cord-cutting behaviors. And even as as audience interest in and engagement with FAST grows, advertiser adoption is lagging—meaning early adopters of Spotify’s new offering will gain broader access to premium ad inventory.
• Podcasts offer a privacy-safe, opt-in environment where listeners, including highly sought-after demographics like Gen Z, actively choose to engage with content.
• Measurable, performance-driven outcomes show brands the clear impact of their ads, while offering the opportunity to leverage contextual relevance by partnering with select hosts and aligning content with podcast topics.
• Combined with the intimate, conversational nature of podcasts that enhance authenticity, the medium is increasingly a necessity for a successful advertising mix.

Spotify plays catch-up: The Samsung partnership represents a key opportunity for Spotify to gain ground against YouTube on the video podcast front. YouTube remains the most-used platform for listening to podcasts, accounting for 40% of podcast listeners, while Spotify only accounts for 18%.

The move also places Spotify at the intersection of two consumer trends: The shift to CTV and a preference for video podcasts.

What it means for marketers: Marketers now have the opportunity to combine the effectiveness and precision of CTV advertising with the authenticity of podcast advertising to convert passive listeners into active customers. Early adopters of Spotify and Samsung’s newest offering will be able to best leverage these advantages, reaching audiences before the space becomes oversaturated with ads.