Announcing Amondo's Spotify integration
We’re pleased to announce that our Spotify integration is officially live.
Brands can now activate Spotify podcast episodes inside Amondo experiences, including content Galleries and other portable branded formats.
This allows podcast content to live alongside social, creator and brand content in a single owned experience, rather than being fragmented across Spotify and social platforms, where behaviour is siloed and invisible.
By bringing long-form audio into Amondo’s content intelligence layer, brands can activate podcast content as part of a broader audience experience and capture first-party interaction data around how audiences engage.
Plus, understand how podcast content performs in context, not isolation, and connect audio content to wider behaviour and downstream outcomes over time.
It’s another step toward uniting all content formats inside one system so that brands can see what works, why, and what to amplify next.
Why we built the Spotify integration
While brands are venturing into podcasts, performance visibility rarely goes beyond listens and downloads — and for brands investing in audio, this creates a blind spot.
What’s missing is any understanding of how podcast content fits into the broader brand experience, or what it actually drives next.
While it provides surface-level analytics, that data is limited to Spotify’s environment; disconnected from social and owned content; and unable to show deeper audience behaviour or intent.
Podcast audiences are highly engaged, but brands lack first-party data and clear pathways to move listeners from passive consumption into deeper interaction or progress toward meaningful outcomes.
To make audio work harder, brands need to bring podcast content into owned experiences where behaviour can be captured, compared and connected, turning listening into measurable engagement, rather than another isolated metric.
What the Spotify integration unlocks
Brands can now move beyond vanity audio metrics by activating Spotify podcast content inside their owned platforms — including apps and websites — alongside social and creator content, in a single Amondo experience.
This brings audio into the same content intelligence layer as social, allowing brands to understand podcast performance in context, not isolation.
Instead of measuring podcasts by listens alone, brands can see how audiences engage with podcast content alongside other content types; what related content listeners explore next; and how audio contributes to deeper interaction and progression, not just consumption.
By uniting audio and social in one owned environment, brands capture first-party behavioural data otherwise not exposed.
This gives brands insight into how podcasts actually perform. It’s a shift from isolated listening metrics to connected content intelligence, so brands can see what works, why it works, and what to scale moving forward.
FIFA × Amondo: Turning podcast listens into first-party audience intelligence
FIFA partnered with Amondo to centralise its “PlayOn” podcast and fan engagement into a single owned experience, connecting podcast content to real audience behaviour rather than isolated listening metrics.
Using an Amondo Gallery, FIFA brought “PlayOn” episodes together with social content from players, musicians, guests and fans.
This created a unified destination where fans could explore the podcast while engaging with real people, reactions and related content, rather than fragmented discovery across platforms.
Through Amondo’s Spotify integration, podcast episodes were activated directly inside the Gallery.
Fans could listen without leaving the experience, while FIFA gained first-party visibility into how audiences interacted with individual episodes inside an owned environment — insight unavailable through Spotify alone.
By working with Amondo’s curation team, FIFA surfaced the most relevant and engaging content around each episode. This replaced passive, algorithm-led social discovery with a structured, managed experience designed to capture meaningful behaviour.
Hosted on FIFA’s own site, the Gallery enabled FIFA to understand which episodes resonated most; see where audience attention concentrated; observe how fans engaged with related content; and move beyond anonymous listens to first-party interaction data.
The result was a shift from measuring podcast performance by consumption alone to understanding how audio content performs as part of a broader fan experience.
And a clear example of how Amondo connects content, behaviour and outcomes to turn audio into actionable content intelligence.
Why this matters for brands producing audio content
While Spotify remains a critical distribution channel for audio, it offers limited insight into how podcasts actually influence audience behaviour, which is why brands need to bring audio into their owned platforms.
Owned experiences add the missing intelligence layer, capturing first-party behaviour and showing how podcast performance changes when audio sits alongside social and community content.
This turns listeners into insight, revealing what truly resonates with fans and what to amplify next, removing the guesswork.
Summary
With this new integration, Spotify podcasts can now be activated and measured like any other content format inside Amondo.
By bringing audio into owned experiences, brands can capture valuable first-party behaviour, compare podcast performance alongside social and community content, and understand how audio contributes to deeper engagement — not just surface-level listens.
See what else you can do by exploring the Amondo platform.
Related Stories
Live events: From fan-contributed content to behavioural intelligence
Using Foals' sold-out Alexandra Palace shows as a lens, we explore how fan-contributed content from live music events can be activated to capture first-party behavioural intelligence.
On 21 June 2019, Foals played the first of two sold-out shows at London's Alexandra Palace, appearing to a 10,000-strong crowd touring the release of their fifth album, "Everything Not Saved Will Be Lost — Part 1".
Foals continued their reign as one of the UK's most beloved bands, and one with a live reputation that precedes them — Ally Pally was, of course, no exception (DIY Magazine; Clash).
But don't take our word for it - take a look for yourself:
Activating fan-contributed content to capture real audience behaviour
We've all been there, witnessing moments in live music that we feel compelled to capture and share.
But these snapshots are valuable. They create a stream of fan-contributed content, which provides a signal of what resonates most strongly among music buffs.
When activated effectively, this content becomes a powerful source of first-party behavioural intelligence, revealing what audiences choose to engage with and explore further — or ignore entirely.
A measurable window into live experience
Live music is one of the most visceral and memorable forms of engagement.
For those not present (or reliving the moment after the show) fan-contributed content provides a window not just into the experience itself, but into how audiences behave when emotion and attention are at their peak.
A single video might capture a highlight from the crowd, but its real value lies in what happens next.
Examples include how long people watch, what they interact with, and whether they choose to take further action — e.g., booking tickets for the next show.
Unfiltered behaviour, not polished performance
Fan-contributed content offers an unfiltered, first-person perspective, not only because it is more "authentic," but because it reflects how audiences naturally respond in real environments.
With a view from the crowd, it feels as though you're there yourself. And more than professional content, it allows the viewer to relate to and connect with the creator: "This is what the experience was like — see it from my perspective".
That lack of polish is valuable because it produces behavioural signals that are closer to reality. Audiences accept and engage with these imperfections because they mirror real experience, creating interaction patterns that reveal genuine interest rather than passive consumption.
An opportunity to understand what actually resonates
With a camera in every phone and a phone in every pocket, audiences continuously generate content that reflects what captures attention in the moment.
But the opportunity for brands isn't to collect more content, it's to understand how audiences interact with it.
Now more than ever, we're viewing experiences quite literally through the lens of others. Increasingly, experiences are discovered, revisited and evaluated through audience-shared moments, creating a measurable behavioural layer.
So what does this mean for brands?
Experience and emotion matter, of course, but what brands really need is clarity. Clarity on which moments capture attention, which formats sustain engagement, and which interactions influence what audiences do next.
Fan-contributed content is valuable to brands, rights holders and publishers, but less so in isolation.
Its value emerges when content is activated in consistent, portable branded formats that allow behaviour to be measured and compared over time.
Connecting content, behaviour and outcomes
By embedding fan-contributed content into branded formats — such as can be achieved with Amondo's Galleries — brands can observe how audiences respond in context, capturing first-party interaction data.
This behavioural insight connects content exposure to meaningful actions, giving brands clarity on what works, why it works, and what to amplify next.
If you're curious to see how this works in practise, check out our case studies here.
How Watford FC engaged fans to create and share content for their FA Cup Hub with Amondo
Here's how Watford FC curated fan-generated content into an FA Cup Hub during their historic cup run, tripling session length and turning matchday excitement into measurable digital engagement.
Premier League football club Watford FC made it through to the final round of this year's FA Cup, battling it out against Manchester City in a historic match at Wembley Stadium on 18th May 2019.
To bring supporters closer to one of the club's biggest moments in recent years, Watford FC wanted to showcase the fan experience across its digital channels.
The challenge
For football fans, attending a live match is an unforgettable experience. The roar of the crowd, the excitement of the game, and the shared passion of supporters make every match day special.
Capturing this energy and emotion online is a challenge, but when done well, it allows fans everywhere to relive the thrill and feel connected to Watford FC, whether in the stadium or at home.
Watford FC could rely on its fans to capture their experiences, but it was searching for a way to bring all of this fan content together under one roof, ensuring every supporter's voice could be seen and celebrated.
The solution
The sights and sounds of Wembley were showcased through a combination of fan-curated content, alongside carefully integrated branded and sponsored material.
Through Amondo's managed service, the best content from each of these streams was curated into an "FA Cup Hub" Gallery, which was embedded on the Watford FC website, as well as shared through social media channels. Watford fans could relive the experience by scrolling through a feed of highlights and interacting with tiles for a closer look.
By encouraging fans to participate through social media channels, the Gallery brought supporters together around Watford's FA Cup run, encouraging content creation while seamlessly incorporating brand partners into the live experience.
The results
Despite losing heavily to Man City, fans displayed an unwavering, fierce pride in their team, refusing to let the defeat crush their spirits or those of the players.
The Gallery was a tribute to this loyalty, capturing the support of Watford's fans in one of the biggest matches in the club's history.
The FA Cup Hub Gallery boosted session length and interaction rate on the Watford FC website. They saw a three times increase in page session length, a 9% brand content interaction rate, and an average of 3.6 content clicks per view.
It's a great example of how to marry digital content with live events. Football is an emotional sport that attracts diehard fans like nothing else, and it's essential to maintain fan loyalty throughout the ups and downs of a team's journey.
Driving fan engagement online strengthens the connection between the club and supporters, while also creating meaningful opportunities for brand partners.
What can we learn from the FA Cup Hub campaign?
A few takeaways to apply to your own experiential marketing campaigns: