From Adweek · Brittaney Kiefer · · 50s
Spotify's Tabby Tour Targets Gen Z with Coach
Spotify's Coach collab tour boosts ad revenue by engaging Gen Z directly.
In brief
Spotify's Coach collab tour boosts ad revenue by engaging Gen Z directly. Spotify's Tabby Tour with Coach targets Gen Z through cultural experiences to unlock non-audio ad budgets. Originally reported by Adweek.
Spotify's 2025 Turnaround
Spotify turned from losses to €2.2 billion profit in 2025.
Spotify's Growth Strategy
Spotify aims for mid-teens revenue growth by 2030.
High-Impact Sponsorships
Katie English says sponsorships connect brands to culture for higher ad value.
“These are not your standard ad impressions. They are deeper, more organic brand integrations that connect advertisers to culture and turn love for spotify's brand into advertiser value.”
Tabby Tour Launch
Spotify and Coach launched the Tabby Tour on Sept 16 for Gen Z.
Global Tabby Tour
The tour stops in 17 cities across u.s., u.k., japan, and south korea.
Gen Z Engagement Strategy
Spotify sees gen z as 35% of users with unique audio-video habits.
Tabby Tour Features
The tour offers personalized playlists, courage signs, and collectibles.
“Track the tour has already attracted more than 70,000 visitors, with a 75 percent engagement rate and average time spent exceeding our benchmark.”
Here's the gist
Spotify's Tabby Tour with Coach targets Gen Z through cultural experiences to unlock non-audio ad budgets.
