Spotify is undergoing radical changes – naEKRANIE.pl
Even before today’s Spotify “Stream On” event in Los Angeles (previous was in 2021), Bloomberg reported about the leak that the event will introduce a completely new redesign of the homepage feed. “Instead of choosing from a long list of carousels of static cover art, the interface allows listeners to scroll vertically through auto-playing content recommendations.” These can be e.g. video content or looping GIFs.
And with the announcement finally unfolding during the “Steam On” event, we now have a fuller understanding of how it’s going to work. According to Musically, Spotify’s mobile app will replace “the existing carousels of music, podcast and playlist suggestions with a TikTok-style vertical recommendation feed.”
Below you can see a tweet from Stuart Dredge, who already has the Spotify app on his phone with the new design mentioned.
So anyway this new Spotify vertical discovery feed that’s being announced tomorrow has… already appeared on my phone 👀 pic.twitter.com/CbGoiIplvk
— Stuart Dredge (@stuartdredge) March 7, 2023
But unlike TikTok, Spotify doesn’t need to use an algorithm to keep the user on the main channel, since its ultimate goal is to get them to take a break from scrolling and listen to the songs in their entirety. So it looks like Spotify is mixing some of TikTok’s targeted algorithm techniques with Netflix’s video clips to encourage users to click on songs. It might work.
Spotify has revealed a host of other features it will be adding to the service, including AI DJ that helps create a personalized playlist for listeners, Smart Shuffle, Marquee which is a full-screen and sponsored recommendation for a new release, a Discovery Mode tool that allows artists to flag songs that are then added to the algorithm, and Showcase, which will introduce the artist’s music to likely listeners.
You can watch the entire Stream On 2023 event below.
There will also be Spotify Clips and Countdown Pages, allowing artists to customize their video pages and drive interest for their next album. Finally, Spotify will also offer concerts and merchandise for the first time, creating new ways for artists (and the service) to monetize.
This complete redesign of the interface, as well as the addition of so many new features, can result in lost revenue and consequent layoffs. And also a way to justify the upcoming increase in the price of the service.