Spotify is reportedly launching a new feature allowing users to swipe through content recommendations, similar to the functionality offered by the popular social media app TikTok. According to Bloomberg, the vertical swipe homepage feature is expected to be unveiled at Spotify’s Stream On event in Los Angeles next month. Canvas films and looping GIFs are among the video choices that will be available to users.
The move is designed to appeal to younger audiences and is part of Spotify’s ongoing efforts to attract a larger share of this demographic. To this end, the company has recently signed deals with a popular Swedish comedy podcast trio and recruited YouTuber Emma Chamberlain as an exclusive podcaster. The new feature also intends to combine Spotify’s numerous verticals, including music, podcasts, and audiobooks, in one place.
The music streaming platform faces stiff competition from rivals who are investing heavily in podcasts to attract younger listeners. For example, TikTok has partnered with several podcast businesses to offer shows through its music streaming service, Resso, while YouTube has also been expanding aggressively into the podcast format.
Overall, Spotify’s new feature is a bold attempt to stay relevant in an increasingly crowded and competitive market. By offering a more interactive and engaging user experience, the company is hoping to attract and retain more listeners, particularly among younger age groups.