Spotify is no longer just a streaming app, it's a social network | TechCrunch (2024)

With Spotify’s recent launch of comments on podcasts, the streamer is taking yet another step toward building a social networking experience in an app primarily known for music. With comments, podcasters can now engage with their listeners directly within Spotify, as they can with other interactive . Combined with the app’s 2023 revamp, which added a TikTok-like discovery feed, artist profiles where creators can hawk merchandise and concert tickets, as well as the ability to post to stories, Spotify’s app is shaping up to be a social network centered around all things audio, not just a music-streaming app.

Following this week’s added support for comments on podcast episode pages — a social networking feature if there ever was one — the question now is whether Spotify will add something similar for music artists in the future. This could be an even more compelling addition to the app, as the fanbases around musicians tend to be larger and more active than those around most podcasts.

When speaking with Spotify VP of Podcast Product Maya Prohovnik about the launch of comments, we ventured a question about adding support for comments on artists’ pages, too.

Prohovnik didn’t outright deny that such an idea was under consideration, instead initially declining to comment, before adding that: “I can see a world where we extend [support for comments] to other formats on Spotify, but we always want to do whatever is right for the format, and those types of creators and artists.”

It’s worth noting that the idea to build a social network in a music app has been tried before by Spotify’s top competitor, Apple.

In 2010, Steve Jobs introduced iTunes’ new social network Ping as “Facebook and Twitter meet iTunes,” calling it a “social network all about music.” Clearly, Jobs was onto something, but Ping never found success in the Apple founder’s lifetime. Shortly after Jobs’ death, Apple shut down Ping in 2012, a rare flop for the iPhone maker. Apple later tried again with a social feature for musicians, Connect, which also didn’t last.

Even today, Apple continues to half-heartedly embrace social networking in its Apple Music streaming service, with an optional feature that will periodically check the contacts on your devices to recommend new friends to follow so you can see what they’re listening to.

Spotify is no longer just a streaming app, it's a social network | TechCrunch (1)

However, unlike Apple, Spotify has never made a bold declaration that it was building a social network focused on audio.

Rather, the company has quietly and slowly rolled out a series of features that simply make the app more social for both creators and their fans. With last year’s redesign, for instance, Spotify added in-app video feeds across its Home pages, including its tabs for Music, Podcasts and now Audiobooks. Though those feeds’ designs have been tweaked since launch, the move served as a signal that Spotify was taking learnings from Gen Z’s preferred social network, TikTok, when designing its own product.

Spotify CEO Daniel Ek spoke to TikTok’s influence during the company’s Q1 2024 earnings, telling investors that TikTok and others had “improved the user experience” and that the industry was “learning about these trends and trying to improve our products.”

“… We are not any different than anyone else in that we’re trying to learn from the marketplace,” Ek said, hinting at the app’s TikTok inspiration. “We learn what consumers like. We try to improve upon it and make the best possible user experience.”

Spotify is no longer just a streaming app, it's a social network | TechCrunch (2)

Over the past year, the company also added new ways for artists to reach fans, through a Spotify Clips feature, that worked similarly to Stories on other social networks. Here, artists could add 30-second videos to their profile pages and album pages.

Artists can also get fans excited about new releases with Countdown Pages, and fans continue to hear from favorite artists through video messages via the company’s annual Spotify Wrapped campaign. Meanwhile, Spotify users can continue to follow creators and friends on the platform to stay updated on the latest music and events and see what friends are streaming. They can collaborate on playlists with others in many ways, including in real time. The company has previously been spotted testing a Community feature that would allow users to see, in real time, what others were streaming.

With the addition of comments, Spotify envisions an app where users aren’t just launching audio and then returning their phone to their pocket, but one where they’re actively engaged, sharing their thoughts, feelings and opinions as they would on a traditional social network.

Combined, these features are beginning to add up to an app that’s not just another music streamer, but one that aims to compete for users’ time — and eventually, the ad dollars — spent on larger social networks.

Chasing YouTube, Spotify adds comments to podcasts
Spotify is no longer just a streaming app, it's a social network | TechCrunch (2024)

FAQs

Spotify is no longer just a streaming app, it's a social network | TechCrunch? ›

Combined with the app's 2023 revamp, which added a TikTok-like discovery feed, artist profiles where creators can hawk merchandise and concert tickets, as well as the ability to post to stories, Spotify's app is shaping up to be a social network centered around all things audio, not just a music-streaming app.

Is Spotify a social network? ›

It has become a social ecosystem where users curate playlists with a distinct awareness of collective tastes and cultural currents. Most users interact with the platform not just as individual users, but as social members conscious of — and even catering to — others' listening habits.

Does Spotify count as social? ›

So, is Spotify social media? The answer is Yes! Spotify falls under the category of social media apps but with a core focus on music sharing.

Is there a social aspect to Spotify? ›

And, as of last week, you can experience the thrill of seeing what random strangers think about your favorite podcasts on Spotify. In 2020, Spotify flirted with social tools, such as a Stories-esque feature for artists and a collaborative playlist feature for users.

Are music apps considered social media? ›

Music as an identity

While we do not consider Spotify a form of social media itself, we do believe that music and audio help people connect with their friends and family in social ways,” she says.

Is Spotify considered a streaming app? ›

Spotify (/ˈspɒtɪfaɪ/; Swedish: [ˈspɔ̂tːɪfaj]) is a Swedish audio streaming and media service provider founded on 23 April 2006 by Daniel Ek and Martin Lorentzon.

Does anyone still use Spotify? ›

Spotify has 239 million Premium subscribers worldwide as of Q1 2024. An increase from 210 million subscribers in Q1 2023. Number of Spotify premium subscribers grew by 51.27% since Q1 2021, adding 81 million new paying subscribers over the past 3 years.

Does Spotify count as streaming? ›

Understanding Spotify's Streaming Metrics

In simple terms, a stream refers to the act of playing a song on Spotify. Whether it's a catchy pop tune or a mellow acoustic ballad, every time a listener hits that "play" button, a stream is generated. Furthermore, Spotify's streaming count is unique to each user account.

Is Spotify socially responsible? ›

Spotifiers and consumers today expect the brands they love to act in a socially responsible way. Spotify's leadership has continued to prioritize and support the development of sustainability efforts across our operations globally.

What is not allowed on Spotify? ›

Sensitive Content. We have tons of amazing content on Spotify, but there are certain things that we don't allow on our platform. Don't post excessively violent or graphic content, and don't post sexually explicit content.

What has Spotify done for society? ›

Since we launched our giving program in 2020, we've committed over $20 million to support non-profits around the world through our employee match program and corporate grant making.

Is Spotify like TikTok? ›

The experience closely resembles TikTok and Instagram Reels, especially for tracks with visuals and video podcasts. This being Spotify, the goal is to help users explore and discover new things, like a song you'd forgotten your favourite artist featured on, or new artists in a genre you love.

What does Spotify believe in? ›

Life at Spotify

Our mission is to unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Does Spotify count as a social media? ›

With Spotify's recent launch of comments on podcasts, the streamer is taking yet another step toward building a social networking experience in an app primarily known for music.

What kind of media is 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.

Is music a social thing? ›

For thousands of years, music has played an important role in bonding individuals and communities. Today, music is an important factor in determining friendships and peer culture. While this is true for older adults, music seems especially important for adolescents' social bonds.

What kind of platform is 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.

What is the Spotify audience Network? ›

Spotify Audience Network (SPAN) is Spotify's proprietary audio advertising marketplace where advertisers of all sizes can connect with listeners across a broad range of podcasts.

Are streaming services considered social media? ›

Live streaming services, social video game services, and story-driven adventure games can all be considered part of the broader social media landscape. Social media has become a digital “connective tissue” between people, brands, and media.

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