Slide into someone’s Spotify DMs: the new way to share tracks and podcasts

Music streaming giant Spotify has introduced a new in-app messaging service called “Messages,” a strategic move designed to transform the platform from a passive listening service into a more interactive, social audio ecosystem. This feature is being rolled out to users aged 16 and older in select markets on mobile devices.

Here’s a breakdown of what’s behind this new service:

• User demand: Spotify states that the feature was developed in response to user feedback. Millions of times each month, users already share songs, podcasts, and audiobooks from Spotify on other platforms like WhatsApp, Instagram, and TikTok. Users expressed a desire for a dedicated, in-app space to share content and keep track of recommendations.

• Enhanced discovery: Word-of-mouth recommendations are a powerful way for people to discover new content. By creating an internal messaging system, Spotify aims to make this process more seamless, which in turn can help artists and creators gain new fans and visibility.
• Increased engagement and retention: By keeping the conversation within the app, Spotify can increase user engagement and time spent on the platform. It creates a “closed-loop ecosystem” where sharing and discussion happen internally, reducing the friction of switching between apps. This also generates valuable behavioral data that can refine Spotify’s recommendation algorithms and ad targeting.
• Strategic positioning: The move positions Spotify to compete more directly with social media giants like TikTok and Instagram, which have successfully integrated music and user-generated content into their platforms. It’s a strategic pivot toward social engagement, and industry analysts believe it could pave the way for future features like collaborative playlists and real-time listening parties.

How It Works

• One-on-one conversations: The new service is designed for one-on-one conversations, not group chats.
• Sharing content: Users can share songs, podcasts, or audiobooks directly from the “Now Playing” view by tapping the share icon and selecting a contact.
• Text and emojis: Once a message request is accepted, users can exchange text messages and emojis in a chat thread.
• Contact suggestions: The app suggests people to message based on past interactions, such as sharing content, being in a Jam or Blend, or sharing a Family or Duo plan.
• Privacy and security: Users are in control and can accept or reject message requests, block other users, and opt out of the service entirely. Spotify also states that messages are protected by industry-standard encryption and that they use a combination of proactive detection technology and human moderators to scan for harmful content.

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