News - 26/01/2016

Spotify readies video content and podcasts launch

Spotify readies video content and podcasts launch

Spotify's journey is about to get more interesting: the Wall Street Journal reports that the company is going to launch its video and podcast feature in the U.S., UK, Germany and Sweden by the end of the week on both Android and iOS. 

Spotify announced the move back in May 2015, but since then not a peep had been heard on when the feature might hit the virtual shelves of the app stores, with only a small number of users rolled into the beta testing. This is consistent with Spotify’s modus operandi - features announced at a December 2013 press conference for example didn’t make their appearance until the end of 2014. 

When it comes to video, the main concern is integrating the feature without cluttering the user experience, keeping it separate but visible enough for users to be encouraged to explore it. 

The company acknowledges that getting its users to understand the value of the video feature will take some training, since most Spotify customers are there for the music. However, Spotify has learned through its beta program that suggesting contextually relevant videos can greatly increase consumption. 

Video content will not be monetised at the beginning, but the company envisages it to become an important revenue source in due time. At the moment it seems like the feature is more a way for the company to diversify itself from the rest of the streaming pack, including Apple Music, TIDAL and Deezer, than a plan to compete with giants like Netflix and Amazon Prime. 

If video is a long-term play, the integration of podcasts could rapidly change the nature of users' relationship with the Spotify app. So far none of the services that have integrated music and podcasting (chiefly Deezer) have truly captured the opportunity of creating a working personalised radio station that can incorporate your favourite podcast feeds with your favourite/recommended music in a seamless way. If Spotify can present an elegant solution to this problem, the dream of a personalised station that includes niche spoken word programming may become a reality. 

 

(Andrea Leonelli) 

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