Spotify’s UK users are getting access to a fourth category of content to sit alongside its existing library of songs, podcasts and audiobooks: online courses. The company is today launching a new experiment that’ll see video-based lessons from BBC Maestro, Skillshare, Thinkific, and PlayVirtuoso made available via Spotify’s apps on mobile and desktop. The experiment is running in just the UK, and there are currently no guarantees that it’ll get a wider more permanent launch.
Online courses, particularly video-based ones, might feel like an odd fit for a service best known as a source of music and other audio content like podcasts and audiobooks. But product director Mohit Jitani tells me that people are already coming to Spotify for education thanks to some podcasts, so it makes sense to experiment with offering more educational content.
“One of the most interesting things and trends that we started noticing was more and more people were starting to come to Spotify with some intent of learning,” Jitani says. “And we thought, how can we take this core insight and build something on top of it?” In a press release, Spotify says that around half of its Premium subscribers have engaged with education or self-help themed podcasts.
Spotify’s pitch to course providers is not just that it can help them reach a much wider audience, but also that it can more directly target potential customers based on their existing listening habits. “It becomes much, much easier for us to find the right people for this course and just provide a much more efficient kind of distribution,” Jitani says.
The streaming service is offering courses within four categories: make music, get creative, learn business, and healthy living. In Spotify’s mobile apps, courses are accessible from a new pill-shaped icon on the top of the home screen, as well as via the service’s search and browse interfaces. I asked why the company has decided to build them into the same app that’s already overflowing with music, podcasts, and audiobooks, and Jitani told me that it’s partly to do with convenience (users don’t have to download another app and switch between them) and also so that people can be reminded to complete their courses when they open the main Spotify app.
With the experiment, Spotify is offering courses via a freemium model, similar to the one it used when it first launched audiobooks. Free and premium Spotify subscribers alike are able to access at least two video lessons per course for free, but will have to pay a fee to access the full course. Courses consist of a series of videos (which Jitani points out can be listened to with the screen off for an audio-only experience), and there might also be supplementary materials like PDFs.
Although users will need to pay to access a full course, they can’t do this in-app thanks to Apple and Google’s transaction fees (or, at least, Spotify’s reluctance to pay said fees). On Android, purchases work via email; you tap a button in-app to buy a course and Spotify responds by sending you an email with a purchase link. On iOS Apple’s anti-steering rules (now outlawed in the EU) mean Spotify can’t guide you to a purchase link, instead you just have to know to go to Spotify’s web interface and purchase access to courses from there. On the web, courses are available via the URL courses.spotify.com/home.
Spotify is taking a commission on courses sold through its platform, but Jitani declined to comment on the percentage it’s charging course providers. When it comes to moderation, courses will have to abide by Spotify’s platform policies, and the service will offer a reporting mechanism if a user comes across content in a course that they feel breaks the streaming service’s rules.
Although the course content is just a test for now, and there’s no guarantee that it’ll get a wider release, it’s interesting to speculate how learning could play into Spotify’s rumored “Supremium” subscription tier. Reports suggest that the company is planning on bundling access to lossless-quality streaming (a feature it announced way back in 2021 and is yet to actually release) along with additional features like more hours of audiobook listening, advanced mixing tools, and more track filtering options. It’s easy to imagine how access to online courses could one day be offered as an extra sweetener to get people to upgrade as well.
Correction March 25th, 7:39AM ET:Corrected name of course category from “healthy life” to “healthy living.”
FAQs
It is one of the largest music streaming service providers, with over 602 million monthly active users, including 236 million paying subscribers, as of December 2023.
What is the description of Spotify? ›
Spotify is a digital music, podcast, and video service that gives you access to millions of songs and other content from creators all over the world. Basic functions such as playing music are totally free, but you can also choose to upgrade to Spotify Premium.
Why should I listen to Spotify? ›
In addition to over 100 million songs, 5 million podcasts, and 300,000 audiobooks, Spotify has four main features that I use and enjoy every day. Spotify helps me organize my music, helps me find new music, offers a fun social aspect, and has an intuitive interface.
What is Spotify video? ›
Although primarily an audio streaming service, Spotify has long supported various forms of video, whether it's video podcasts or short vertical videos called Clips that are designed to let artists talk directly with their fans.
Is Spotify still losing money? ›
Spotify narrowed its loss to 70 million euros, equivalent to about $75 million, in the final quarter, from €270 million a year earlier. Revenue grew 16% to €3.67 billion, in line with its guidance, helped by a price increase in the second half of 2023 and a growing ad business.
Why is Spotify unprofitable? ›
Spotify's profits haven't aligned with its market streaming dominance, which the Journal attributed to the handsome chunk of royalties the firm has had to dish out to audio-rights holders.
What company owns Spotify? ›
Spotify is a Swedish music streaming platform and is currently owned by its founders, Daniel EK and Martin Lorentzon, along with some institutional investors, including Baillie Gifford & Co.
What country made Spotify? ›
Spotify began as a startup in Stockholm, Sweden. Founders Daniel Ek and Martin Lorentzon developed the platform in an attempt to address the issue of piracy in the music industry.
What companies are owned by Spotify? ›
Building the World's #1 Audio Network
Our portfolio of industry-leading original podcast content is created and produced by our wholly-owned subsidiaries, Spotify Studios, Gimlet Studios, Parcast, and The Ringer, along with partnerships with some of the world's most well-known creators.
What is the disadvantage of Spotify? ›
One of the most popular criticisms of Spotify is that it only allows 10,000 songs to be downloaded for offline listening. It may seem like a reasonably high limit, but as long as the user downloads three or four large playlists, it turns out not to be.
Overall, both Spotify and Pandora are great choices for music lovers. However, if you're looking for a streaming service with added features and content, Spotify's premium subscription plan is the way to go.
Why Apple Music is better than Spotify? ›
However, Apple Music offers even more in its content and features. For one, Apple boasts 100 million songs to Spotify's 80 million. Although you are likely to find the most popular artists on both platforms, those with refined tastes may have trouble finding what they're looking for on Spotify.
Why did Spotify add videos? ›
Last year, Spotify rolled out Clips, which are 30-second vertical videos artists can create to connect with fans. They resemble videos on TikTok -- a platform where music also takes center stage.
What is the new Spotify event in 2024? ›
More Stories by Chris. Spotify's annual best new artist party is returning for Grammy Week 2024. On Thursday, Feb. 1, the streamer will showcase live performances from Grammys best new artist nominees Noah Kahan, Gracie Abrams, Victoria Monet and Jelly Roll, among others, at Paramount Studios in Hollywood.
Are Spotify losing customers? ›
Spotify paid users hit 236M, but company returns to losing money, amid Apple battle. Spotify reported a mix of good news and bad in its latest quarterly earnings report. The good news was that Spotify paid users hit 236M, up 4% on the previous quarter.
What is the #1 music app? ›
Spotify - Music and Podcasts 12+
Who is bigger Spotify or Apple Music? ›
Apple is often reluctant to publish their customer numbers, though sources in early 2019 suggested that the service had overtaken Spotify in the U.S. in terms of paid subscribers. That said, Spotify still held the biggest share of overall users, and trends suggest that this will continue.
Is Spotify or Apple Music more popular? ›
When it comes to the world's biggest rivalries, Spotify and Apple Music have always fought for the title of best music streaming service. However, there's only one right answer. With 220 million premium subscribers worldwide as of July 2023, Spotify remains the leader of all digital music platforms.
