From accidental discoveries to meet-cutes; how Spotify revolutionised OPM
Spotify OPM
This isn’t a story of acquisition. Instead, it’s a story about how Spotify India converted fans into loyalists by talking to them in a place that has the highest probability of turning interest into action — its own platform.
By becoming the first market to localize On-Platform Marketing (OPM), it turned an intrusive moment into a delightful moment of discovery. Using in-app banners, push notifications, and takeovers, it nudged users based on real moments — moods, weather, fandoms, and cultural events.
With a robust content and audience strategy, and a new voice — The Insider to music and culture — OPM is now as strong a marketing channel as any other platform.