SPOTIFY MEDIA

Background: 

Spotify has identified discovery as its differentiating factor among its streaming service competitors. As of right now, discovery for Spotify is contained to the discovery of new music and artists.  Although discovery is definitely a popular feature on the platform, as evidenced by the popularity of their discovery playlists, listeners are mainly using Spotify as storage for the music they love. 

In order for discovery to truly be impactful,  an action must be taken.  Currently, action on the app is limited to song selection and following playlists. Listeners simply turn on their music in-app and move to another screen. 

We need to expand what discovery means in order to make it even more ownable for Spotify and continue its influence in music culture.

Research:

Only 32% of online music streamers share their playlists with others. (Neilsen, 2017) This lack of action is a point of concern when you think about discovery requiring action.

For the first time ever we are looking for more intimate connections online. This is evidenced by the fact that messaging apps surpassed social networks.  (Business Insider Intelligence Report)

Meaning that we are looking for more intimate ways to interact online. We are interested in connecting with our friends and family rather than having an entire network view every detail of our online lives.

Music brings us together and holds a place of importance in many of our lives. Spotify has the opportunity to be the place for this amplification by encouraging more interaction on its platform.

Strategy: 

Make music the conduit for meaningful connections.

Societal Truth: 
We are using audio to disconnect from the world around us - seeking refuge in our headphones.
 
We are listening to music differently than we ever have, this is no secret. However, the way we are interacting online is also currently in flux. We are connected but we are not connecting.