Spotify Makes a New Play for your Attention

What’s happened?


Spotify have entered the crowded realm of video streaming, announcing a rollout of short, easily consumable pieces of content across its mobile network. Premium providers including BBC, VICE and ESPN will be on board from the launch in February, and the service will be available for both paid and unpaid subscriptions.

Our take

The success of this venture relies on two things – retraining audiences to think of the app as more than just a destination for music, and the ability of the brand to provide “content in context”. To do so, Spotify will provide suggested videos based on the music its consumers listen to, as well as grouping them around particular themes (“News of the Week” and “Laughs at Lunch”). It’s also further evidence of platforms aiming to become a “one stop shop” by aggregating content to provide a frictionless user experience.

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