Spotify struggles to monetize; Amazon’s new off-site ads

Plus: What marketers need to know about mcommerce in 5 charts [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis AUGUST 18, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen It’s Bama Rush season on TikTok, when Greek life recruitment at the University of Alabama gets a swell of attention on the vertical-video app. And in the same way that authenticity has been a winning factor for creators working with brands, [one of Bama’s rushees]( is getting honest about how exhausting (and sweaty) the process is—and winning views along the way. Was this email forwarded to you? Sign up [here](. TOP STORY [Spotify hits record number of users worldwide but struggles to monetize growth]( Spotify has reached a record 551 million monthly active users worldwide after adding 36 million new users in Q2—a growth that’s three times greater than the same period last year. The audio streaming giant is struggling to translate this explosive user growth into revenues, with Q2 revenue growth the lowest it’s ever seen at 11%. “I think the main issue is that Spotify doesn’t really have the most diverse revenue streams,” our analyst Daniel Konstantinovic said on a recent “Behind the Numbers” podcast episode. “They have all of these new services like an AI DJ, they’re getting into audiobooks, but they haven’t really figured out how to get more money out of those things.” [Keep reading]( NEWS AND VIEWS [Amazon adds off-site placements to Sponsored Products ads]( Our view: Off-site retail media placements allow brands to leverage first-party data while taking advantage of external media. The placements are a strong move for Amazon and will help brands expand their ad reach. [Google stops testing links in Search Generative Experience snapshots]( Our view: The link tests were good news for publishers, considering SGE will probably have users spending less time on their websites. The end of the test doesn’t mean Google is abandoning links, but it’s not a great sign that it’s keeping them either. [New shoppable video ads expand local retailer buying options]( Our view: The partnership from video ad tech company VDX.tv and commerce tech company Dotter could help smaller consumer packaged goods businesses through more interactive ads. BY THE NUMBERS [What marketers need to know about mcommerce in 5 charts]( - Mcommerce will account for almost half of US online sales by 2027. This year, mcommerce will account for 43.2% of all US ecommerce sales, per our forecast. - Consumers view mobile shopping as “necessary.” Sixty-one percent of US adults believe that mobile shopping features are necessary for convenience, per Morning Consult. While not as important as delivery, free shipping, or free returns, mobile still factors into how US consumers shop online. [What marketers need to know about mcommerce in 5 charts]( [Dive deeper]( THINGS TO KNOW 🛍️ [Product placements can drive searches and purchases]( 🧵 [Meta adds reposts to Threads]( 🔍 [A closer look at Google’s ‘SGE while browsing’ feature]( 📏 [Marketing professionals have mixed confidence in their ability to measure ROI]( PODCAST [Behind the Numbers: The Weekly Listen]( Is it too early to talk about Gen Alpha, what’s on TikTok Live, and fast fashion repairs. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Awin. [Listen in]( THE BIG QUESTION GOAL! Which big brand just became the official energy drink of Major League Soccer? A) Red Bull B) Monster Energy C) Prime D) Celsius E) Four Loko [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](