Spotify Launches In-App Messaging To Let Users Chat And Share Music
The messaging feature will allow users to chat and share music with people they have interacted with on Spotify.
Technology
Spotify Technology is reintroducing a messaging feature across both free and premium tiers as it looks to attract more users and strengthen its position against rivals. The tool will let listeners chat and share music with people they’ve interacted with on the platform, the Swedish company announced Tuesday. It begins rolling out this week on mobile devices for users aged 16 and above in select markets.
The feature marks a revival of Spotify’s earlier messaging option, which was discontinued in 2017 due to low engagement. This time, the company is betting on its significantly larger subscriber base to drive adoption and help capture greater market share.
Spotify has recently raised prices to boost margins while still seeking user growth in a competitive field that includes Apple Music, Amazon Music, and YouTube. The service counted 696 million monthly active users in the second quarter and is aiming to reach 1 billion.
Alongside messaging, the streamer has been expanding its video content library and growing its partner program, which gives podcast creators new monetization opportunities.