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Spotify global advertising revenue forecast to reach $2.1bn in 2024 as the platform focuses on winning a share of video ad budgets

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Spotify’s global ad revenue will top the $2bn threshold for the first time in 2024, up 13% year-on year, with revenue rising to $2.6bn in 2026
Brands use Spotify to boost reach with Gen Z
Combining video and audio formats boosts advertising sales by 66% and purchase intent by 27%
Spotify has 626 million users globally with growth coming from outside the US and Europe
WARC Media’s Platform Insights: Spotify

18 September 2024 – Spotify, the world’s most popular audio streaming subscription service, is now turning to opportunities in the video advertising space whilst making it easier for brands to run multi-media campaigns on the platform.
 And, while Spotify is by no means a social platform, it is looking to better facilitate community and connection between fans and artists.

Alex Brownsell, Head of Content, WARC Media, and author of the report, says: “Spotify is looking to expand beyond its sonic roots. The platform is eyeing opportunities in the video ad space, especially with video podcast consumption rising.

“Moreover, a splurge by Spotify on original podcast content and monetisation tools has been replaced with a greater focus on ensuring that rising ad revenue leads to greater business profitability.”

Providing evidence-based insights on the challenges and opportunities Spotify has to offer, this latest Platform Insights report from WARC Media offers an overview of the key data points that advertisers need to know about the platform spanning investment, consumption and performance.

Investment: Spotify’s advertising revenue is forecast to reach $2.1bn in 2024, up 13.0% year-on-year, with revenue rising to $2.6bn in 2026
Spotify has consistent advertising revenue growth momentum. The platform has achieved double-digit growth in its advertising business over the last six quarters. WARC Media figures suggest Spotify’s global advertising revenue will surpass $2bn for the first time in 2024, up 13.0% year-on-year with revenue rising to $2.6bn in 2026.

Podcast advertising revenue growth has outpaced increases in Spotify’s music advertising monetisation, driven by a boost in impressions sold in both original and licensed content via Spotify Audience Network. Spotify is also looking to boost advertising revenue through the launch of generative AI tools such as Quick Audio.

Spotify is looking to enhance its social credentials, enabling comments on podcasts and allowing users to share their listening habits with followers.

Brands in categories such as financial services and automotive are using campaigns on Spotify as

a means of building incremental reach with younger buyers. According to analysis by WARC Media, financial services will be the third highest spending category on the platform in 2024, with

investment reaching $339.4m. While 61% of first-time car buyers on Spotify are under the age of 35, according to GWI.

Consumption: Spotify has more than 626 million users globally with Middle East, Africa and Asia leading growth
Spotify is the world’s most popular audio streaming subscription service, with more than 626 million users globally. While growth in North America has plateaued, Spotify has made gains in the rest of the world. The Middle East, Africa and Asia accounted for 205 million users in Q2 2024, up

from 165 million a year ago.

According to Spotify, more than 319 million Gen Z users are “actively engaged” with its “most immersive features” with in app video a key area of focus. The platform claims it has seen an 81% year-on-year increase in video streaming among Gen Z users, they also account for 57% of Spotify’s audiobook listeners, and are more likely than others to use its ‘AI DJ’ product, introduced last year.

Spotify wants to help users to express their fandom by enabling comments on podcasts and making it easier for artists to share content. This, in turn, is making it easier for brands to target communities on the platform.

User engagement varies over the course of the average day. Audio podcast consumption on

Spotify spikes in the morning and music streaming climbs towards lunchtime, whereas video podcast viewing is more likely at night.

In light of YouTube’s growing presence in the podcast space, Spotify is eager to position itself as

more than just an audio platform. Spotify claims to have seen a 44% year-on-year increase in video

streams over the last 18 months, with a growing number of users watching podcast content. Gen Zs are leading this growth, spending 136% more time with video on Spotify year-on-year.

However, video podcast consumption habits appear to differ by market and region. According to a YouGov study, around a quarter of US adults say they prefer to watch video podcasts. This share drops to around one in eight (13%) adults in the UK.

Performance: Combining video and audio advertising formats boosts sales by 66% and purchase intent by 27%
As Spotify looks beyond its roots, the streamer is keen to convey that combining video and audio advertising formats on its platform can enhance campaign effectiveness. Spotify’s own research suggests a 66% boost to incremental sales and 27% higher purchase intent versus audio only campaigns.

Data from Spotify claims it can deliver a 27% higher average incremental unique weekly reach over commercial TV channels, and 22% incremental unique weekly reach on social platforms.

Audio streaming can have a tangible impact on shopping habits. Spotify argues it is uniquely positioned to be able to do so at all stages of the customer journey, given the role of the app throughout daily routines.

The role of attention in audio advertising effectiveness is only beginning to be explored. Spotify video ads averaged around 58% above Adelaide’s attention benchmark for online video, surpassing platforms including TikTok, Instagram and Snapchat.

Platform Insights: Spotify is part of a series of reports exclusive to WARC Media subscribers, which include an overview of platform investments, media consumption and performance insights. This latest report follows Platform Insights: Pinterest, TikTok, YouTube, Instagram and Snapchat.

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2.5 Million Tonnes Per Annum (MTPA) in Gas Output Feasible for Namibia, Says the National Petroleum Corporation of Namibia (NAMCOR)

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NAMCOR projects over 2.5 million tons in annual gas production as Namibia accelerates its gas monetization strategy, infrastructure development and regional energy leadership

WINDHOEK, Namibia, April 26, 2025/APO Group/ –The National Petroleum Corporation of Namibia (NAMCOR) has revealed that the country could produce more than 2.5 million tons of natural gas per year, based on early-stage assessments of recent discoveries made since 2022.

Speaking during a panel discussion on gas monetization strategies at the Namibia International Energy Conference on April 24, Mtundeni Ndafyaalako, Executive of Upstream Development & Production at national oil company NAMCOR, outlined a dual-pronged approach adopted by the corporation.

The first pillar focuses on leveraging legislative frameworks to enable coordinated infrastructure development, fostering collaboration among operators. The second emphasizes expanding exploration activities to unlock further resources.

“We have launched a gas monetization strategy project to support both government and industry on how best to commercialize gas. From our appraisals, we now have a clearer picture of production potential and various applications,” said Ndafyaalako, noting that the strategy is designed to attract new players and investment by clarifying monetization pathways.

Manfriedt Muundjua, Deputy General Manager at BW Kudu, reinforced the importance of integrating four pillars of local content – training, skills transfer, local procurement and local ownership – into the broader gas development framework.

We have launched a gas monetization strategy project to support both government and industry on how best to commercialize gas

Muundjua shared that BW Kudu is placing Namibian interns in every technical role currently held by international staff, supporting long-term local capacity building. He also emphasized the urgent need for downstream investment and infrastructure development.

“We already have a downstream investment partner lined up to join us once production at Kudu begins,” he said.He added that drilling of additional wells is scheduled to begin in October, supporting NAMCOR’s emphasis on continued exploration to identify new reserves.

Paul Eardley-Taylor, Head of Oil & Gas Coverage for Southern Africa at Standard Bank, highlighted the need for a “shadow infrastructure” – potentially led by public-private partnerships – in southern Namibia to address energy shortages through gas utilization. He suggested that oil revenues should be strategically directed toward financing gas infrastructure and fostering local energy markets.

Eardley-Taylor also pointed to the broader regional opportunity, suggesting that Namibia could assume a role once held by South Africa as the region’s primary energy supplier, particularly as critical mineral projects are willing to pay a premium for stable power supply.

Meanwhile, Ian Thom, Research Director for Upstream at Wood Mackenzie, expressed confidence that Namibia could implement a comprehensive Gas Master Plan within the next nine months. With only 59% of the population currently connected to the electricity grid, Thom underscored the potential of gas to dramatically increase energy access across residential, commercial and industrial sectors.

“Namibia could generate more value by exporting electricity rather than raw gas, given the limited infrastructure for gas exports and the high costs associated with building it,” Thom said.

Looking ahead, the upcoming African Energy Week (AEW): Invest in African Energies conference – set to take place from September 29 to October 3, 2025, in Cape Town – will spotlight Namibia’s gas developments and broader African opportunities The event will feature panel discussions, project showcases, deal signings and high-level networking sessions that connect African energy projects with global investors.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit www.AECWeek.com for more information about this exciting event.

Distributed by APO Group on behalf of African Energy Chamber

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Strategic Mergers and Acquisitions (M&As) Fuel Investment, Expansion in Namibia’s Upstream Sector

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At the Namibia International Energy Conference, industry leaders emphasized M&As as key drivers of upstream growth and investment in Namibia’s oil and gas sector

WINDHOEK, Namibia, April 26, 2025/APO Group/ –Merger and acquisition (M&A) activity continues to emerge as a critical engine for growth in Namibia’s upstream oil and gas sector, as emphasized during a high-level panel discussion at the Namibia International Energy Conference (NIEC) on Thursday. Industry leaders outlined how strategic M&A deals are not only reshaping the country’s energy landscape, but also playing a key role in unlocking capital and accelerating exploration.

Gil Holzman, CEO of Eco Atlantic Oil & Gas, highlighted how acquisitions have underpinned his company’s expansion in Namibia since its entry into the market in 2009, stating: “Most of our best blocks are the result of M&As. Our most recent acquisition was in 2021 when we bought Azinam, which gave us promising blocks in the Orange Basin.”

According to Holzman, these acquisitions have fortified Eco Atlantic’s asset portfolio while positioning Namibia as an increasingly attractive frontier for global exploration. He pointed to M&A transactions involving supermajors such as ExxonMobil, QatarEnergy, Chevron and TotalEnergies as instrumental in bringing in not just capital, but also the technical capabilities needed to advance exploration in Namibia’s offshore and onshore basins.

Discussing the company’s operational strategy, Holzman emphasized a phased approach anchored in collaboration: “We aim to secure promising prospects, de-risk them internally and then attract partners with the technical know-how and capital required to unlock new frontiers.”

We aim to secure promising prospects, de-risk them internally and then attract partners with the technical know-how and capital required to unlock new frontiers

Echoing this sentiment, Adam Rubin, General Counsel at ReconAfrica, emphasized that M&As remain a strategic avenue to catalyze value creation, drive innovation and meet the substantial capital demands of upstream development. “We have not yet produced onshore, but the oil is there. Be patient – we will find it and produce,” he said, reaffirming the company’s commitment to moving from exploration toward full-scale production in the Kavango Basin.

Robert Bose, CEO of Sintana Energy, added that M&A activity has played a central role in enabling Sintana to broaden its asset base and build relationships with complementary partners. “M&As have helped us connect with the right partners and diversify our portfolio,” he said. “Cost-effective investment remains a key motivator, and we are focused on disciplined growth.”

From a financial perspective, Liz Williamson, Head of Energy at Rand Merchant Bank, outlined the opportunities that arise when IOCs divest from mature or late-life assets. She noted that such moves often create openings for mid-cap firms with fresh capital and a focused approach to step in. “This trend is beneficial for African governments, as middle-tier companies are often better suited to fully commit to and invest in these projects,” she explained.

Williamson also underscored the importance of establishing clear, investor-friendly deal frameworks and local content policies that build investor confidence. “Not many African countries are currently securing significant foreign direct investment, and Namibia must maintain its appeal by offering clarity on local content laws,” she said.

As Namibia emerges as a key exploration hotspot on the continent, discussions around capital flows, deal-making and upstream expansion are set to continue at African Energy Week 2025: Invest in African Energies, taking place from September 29-October 3, 2025 in Cape Town. The event will unite industry leaders, investors and government representatives to advance dialogue, showcase project opportunities and drive strategic partnerships across Africa’s energy landscape. Namibia’s rising profile and recent exploration success will be a focal point, drawing increased attention from global stakeholders seeking entry into one of the continent’s most dynamic markets.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit www.AECWeek.com for more information about this exciting event.

Distributed by APO Group on behalf of African Energy Chamber

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Capricornus 1-X Adds to String of Successes in Namibia’s Offshore Oil Boom

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The African Energy Chamber welcomes the Capricornus 1-X light oil discovery as a game-changing development for Namibia, solidifying the Orange Basin’s status as a world-class petroleum province and opening the door to transformative economic and energy opportunities

JOHANNESBURG, South Africa, April 25, 2025/APO Group/ –The African Energy Chamber (AEC) (https://EnergyChamber.org) strongly endorses the successful light oil discovery at the Capricornus 1-X exploration well in Namibia’s offshore Block 2914A – announced on April 24 – calling it a pivotal moment in the country’s energy evolution. The discovery solidifies the Orange Basin’s status as a major petroleum province and strengthens Namibia’s potential as a leading energy producer.

Led by operator Rhino Resources alongside partners Azule Energy, national oil company NAMCOR and Korres Investments, the Capricornus 1-X well encountered 38 meters of high-quality net pay with strong petrophysical characteristics, no water contact and flowed in excess of 11,000 barrels of oil per day during testing. These world-class results confirm the presence of a commercially viable light oil system and further elevate Namibia’s status as a frontier destination of choice for upstream exploration.

The Capricornus 1-X discovery is a pivotal moment for Namibia, reinforcing the Orange Basin’s status as a leading global exploration hub

The AEC commends the PEL85 joint venture partners on delivering one of the most significant discoveries in Namibia to date, reinforcing the industry’s confidence in the Orange Basin and supporting the Chamber’s long-standing position that Namibia’s geology holds exceptional promise. With a 37° API light oil quality, low CO₂ content and no hydrogen sulphide, the Capricornus 1-X find mirrors key features of the highly anticipated Venus and Graff discoveries nearby.

The latest discovery is set to catalyze further investment in Namibia’s energy ecosystem, from seismic activity and appraisal drilling to infrastructure development and regional service capacity building. The AEC believes the positive results will trigger accelerated project timelines, fast-track appraisal and development plans and draw significant attention from global energy companies, financiers and technology providers.

The Capricornus 1-X success demonstrates the powerful results that can be achieved when African institutions like NAMCOR partner with ambitious operators and experienced international players. It also underscores the strength of Namibia’s investment environment – marked by a stable regulatory framework, competitive licensing terms and strong governance – factors the AEC has long championed as critical to unlocking Africa’s energy potential. This milestone affirms the value of long-term vision, exploration persistence and a shared commitment to generating broad-based prosperity from natural resources.

“The Capricornus 1-X discovery is a pivotal moment for Namibia, reinforcing the Orange Basin’s status as a leading global exploration hub. This breakthrough boosts investor confidence and paves the way for rapid development. We commend the joint venture partners for their leadership and execution, and are confident that the relevant parties will work quickly to maximize the value of these resources. Namibia is poised to lead Africa’s energy future, with this discovery marking just the beginning,” said NJ Ayuk, Executive Chairman of the AEC.

Looking ahead, the Chamber encourages all stakeholders – industry, investors, policymakers and the global community – to seize the moment. Namibia’s upstream is rising, and Capricornus 1-X is proof that bold exploration strategies in Africa continue to yield tangible results. This is the time to double down on investment, support new entrants and ensure that African oil and gas continues to play a critical role in meeting global demand, funding local development and securing the continent’s energy future.

Distributed by APO Group on behalf of African Energy Chamber.

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