Spotify has introduced a new experiment for its UK users by offering online courses in addition to its existing library of songs, podcasts, and audiobooks. This move aims to cater to the growing demand for educational content among Spotify users.
The decision to incorporate online courses, particularly video-based lessons, into the platform may seem like a departure from Spotify’s core offering of music and audio content. However, Spotify’s Product Director, Mohit Jitani, highlights that an increasing number of users are turning to Spotify for educational purposes, particularly through podcasts. This led to the decision to experiment with offering a wider range of educational content.
Targeting the Right Audience
Spotify’s pitch to course providers not only revolves around reaching a broader audience but also includes the ability to target potential customers based on their existing listening habits. This targeted approach aims to make the distribution of courses more efficient and effective for both providers and users.
The online courses offered by Spotify fall into four distinct categories: make music, get creative, learn business, and healthy life. By categorizing the courses, Spotify aims to make it easier for users to discover content that aligns with their interests and learning goals.
Courses are conveniently accessible through a new icon on Spotify’s mobile apps, as well as through the search and browse interfaces. This integration allows users to seamlessly transition between music, podcasts, and courses without needing to switch between different apps.
Freemium Model for Course Access
Spotify is adopting a freemium model for offering courses, similar to its approach with audiobooks. Both free and premium subscribers can access a limited number of video lessons per course for free, with the option to pay for full access. However, in-app purchases are not available on iOS due to Apple’s transaction fees, requiring users to make purchases via email.
Courses on Spotify’s platform are subject to the platform’s policies, with a reporting mechanism in place for users to flag any content that violates these rules. This moderation ensures that the content remains in line with Spotify’s standards and user expectations.
While the online courses are currently part of an experimental phase with no guaranteed wider release, it raises speculation about how learning could be integrated into Spotify’s rumored “Supremium” subscription tier. Reports suggest that Spotify may offer additional features like access to lossless-quality streaming and more audiobook listening hours, making online courses a potential addition to entice users to upgrade.
Spotify’s experiment with offering online courses to its UK users marks a significant shift towards diversifying its content offerings. By tapping into the growing demand for educational content, Spotify aims to cater to the evolving needs of its user base and potentially pave the way for new subscription tiers in the future.
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