Photo Credit: Spotify
Introducing Spotify the messaging service: The streaming platform has added support for in-app messages, which higher-ups are billing as “a dedicated space” for sharing recommendations.
Spotify formally disclosed the Messages launch today, pointing to an already-in-motion gradual rollout for paid and ad-supported accounts alike. As suggested by its name, the straightforward feature is “a fast and convenient way to share and chat about what you’re listening to,” the platform went ahead and emphasized.
And on the other side of the equation, in theory, artists, podcasters, and audiobook creators will benefit from the resulting word-of-mouth promotion, Spotify maintained in different words.
Of course, time will reveal the user reception to and promotional upside of Messages, which revolve around “one-on-one conversations” as opposed to group chats and didn’t appear to be live on Android at the time of writing.
More immediately, however, the fresh feature is underscoring the extent of Spotify’s expansion beyond core music. This isn’t exactly a revelation; we’ve covered each of the involved offerings every step of the way. But taking a step back for a moment, Spotify’s homepage now resembles those of video-sharing giants as opposed to its streaming rivals.
Back to the long-term possibilities and pitfalls associated with Messages, there’s seemingly a clear-cut path to superfan monetization from here.
In short, connecting artists with users who are subscribed to higher-priced plans or are paying for act-specific add-ons is presumably in the cards. With any luck, AI auto-messaging won’t factor into the process.
As for pitfalls, it’s safe to say that in-app messaging is a huge undertaking from a moderation perspective. We already know about the adult videos and drug-plugging podcasts that have slipped through the flagging cracks at Spotify.
Following multiple headlines and far-reaching scrutiny, the service appears to have a relative handle on the problems. But if the comments on lingering adult videos are any indication, Spotify may have its hands full policing messages – something that’ll be worth keeping in mind moving forward.
Undoubtedly aware of this, the company noted that Messages would become available to “users aged 16 years and older in select markets on mobile devices.”
Besides the age limit, Spotify is enabling users to opt out of messaging entirely via the settings section.
“Users have the choice to accept or reject message requests from friends and family,” the DSP relayed in its announcement message. “Spotify’s Terms of Use and Platform Rules against illegal and harmful content still apply to Messages, so if something doesn’t feel right, you can easily report that content or account.
“In keeping with our platform best practices,” the company continued, “Spotify will utilize proactive detection technology to scan messages for certain unlawful and harmful content, and our moderators will review reported content. This two-pronged approach helps us offer a safer environment while respecting user privacy.”
Finally, Spotify spelled out that additional Messages expansions are forthcoming. “This is just the beginning,” the company wrote. “We’re excited to continue building and refining the experience for more Spotify users around the globe in the months ahead.”
