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Spotify Southeast Asia: Podcast Discovery Campaign Grows MAU by 22%
Spotify Southeast Asia
22% MAU growth among commuter segment
3.7M transit impressions
4.1M podcast streams traced to OOH QR
The Challenge
Spotify Southeast Asia wanted to grow podcast listener numbers among commuters who were already Spotify music users but had never discovered the podcast catalogue — a high-value conversion requiring awareness, not performance push.
The Solution
Transit OOH placements across Singapore MRT and KL LRT networks ran commuter-targeted podcast discovery creative, showing culturally relevant local podcast titles and hosts with a Spotify scan-to-listen QR code, timed to the captive commute moment.
The Results
22% MAU growth among commuter segment
3.7M transit impressions
4.1M podcast streams traced to OOH QR
"Commuters are the ideal podcast audience — they have 30–60 uninterrupted minutes every day. Showing them what they were missing on Spotify, in the exact moment they're looking for something to listen to, was the highest-intent OOH placement we've ever run."
Sunita Kaur, MD Southeast Asia & South Asia, Spotify
Media Owners
Media Owner
SM Mall Network
Nationwide DOOH coverage across SM Malls — the Philippines' most visited shopping destinations with 300M+ annual visitors.
20 screens
View partner →
Media Owner
Changi Airport Media
Exclusive digital OOH inside Changi Airport terminals — reaching millions of international and domestic travellers.
12 screens
View partner →
Media Owner
Pavilion Media Group
Premium mall DOOH inventory across Kuala Lumpur's Golden Triangle, including Pavilion KL and Suria KLCC.
18 screens
View partner →Bundaran Hotel Indonesia Roundabout
Central Jakarta, Jakarta
From USD 1,200/week
2
screens