Spotify has unveiled its intention to implement a messaging feature for both free and premium customers. This tool enables users the ability to share music, podcasts, and audiobooks, thus transforming its function into a social platform as opposed to just an audio one.
Strictly for users over the age of 16, the app will host interactions whereby users will have the ability to react to messages through text and emojis. In order to begin a conversation, users will need to tap the share icon in the "Now Playing" view, select a friend, and send through any content they wish their friend to hear, regardless of how bad their taste is.
Messages are stored in a dedicated inbox within the app, and users can manage privacy by accepting or rejecting message requests, blocking users, or opting out entirely. Spotify will also scan messages for harmful content.
It is a step that distances Spotify from competitors such as Deezer, Soundcloud, and Apple Music and provides users with a further reason to engage with the app.
Spotify had a similar messaging feature many years ago, but it was taken out of the app in 2017 as a result of low engagement. However, this time, Spotify feels that the sharp growth in subscribers over the past few years could revive the feature and subsequently grab market share.
According to the Financial Times, the music streaming platform had 696 million monthly active users in the second quarter and is investing in new features as it aims to reach 1 billion.
Spotify has said that the new feature was created in response to user feedback. "Users have told us that they want a dedicated space within the app to share their next favorite song, podcast or audiobook with friends and family, and an easy way to keep track of recommendations," the company said. The goal is "to give users what they want and make those moments of connection more seamless and streamlined in the Spotify app."
