# Spotify's Tabby Tour Targets Gen Z with Coach

> Spotify's Coach collab tour boosts ad revenue by engaging Gen Z directly.
- Title: Spotify's Tabby Tour Targets Gen Z with Coach · Adweek
- Summary: 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…
- Keywords: spotify, coach, tabby tour, gen z, ad revenue, cultural collabs, spotify wrapped, live your story, Spotify's, Tabby, Tour, Targets
- Source: Adweek — https://adweek.com/creativity/spotifys-tour-with-coach-is-a-big-grab-for-untapped-brand-budgets
- Author: Brittaney Kiefer
- Published: 2026-09-29T10:00:00+00:00
- Read time: 1 min
- Topics: spotify, coach, tabby tour, gen z, ad revenue, cultural collabs, spotify wrapped, live your story
## 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.
## Key takeaway

Spotify's Tabby Tour with Coach targets Gen Z through cultural experiences to unlock non-audio ad budgets.