Spotify is known for being a major player in the music streaming industry, providing users with access to a vast library of songs, podcasts, and audiobooks. However, the company is now venturing into a new territory by introducing online courses to its platform. This move is part of a new experiment being launched in the UK, where users will have access to video-based lessons from various providers like BBC Maestro, Skillshare, Thinkific, and PlayVirtuoso. This bold step by Spotify is aimed at tapping into the growing market of users who are seeking educational content on the platform.
According to Spotify’s product director Mohit Jitani, the decision to experiment with online courses stems from the observation that a significant number of users are already using the platform for educational purposes, primarily through podcasts. In fact, around half of Spotify’s Premium subscribers have engaged with education or self-help themed podcasts, indicating a growing demand for such content. By offering online courses, Spotify not only aims to cater to this existing audience but also to attract new users looking for educational content.
The online courses offered by Spotify are divided into four categories: make music, get creative, learn business, and healthy life. These categories cover a wide range of topics, making it easier for users to find courses that align with their interests. Courses are easily accessible through Spotify’s mobile apps, with a new icon added to the home screen for quick navigation. This seamless integration of courses into the existing app is designed for user convenience, eliminating the need to download additional apps or switch between different platforms.
Spotify is adopting a freemium model for its online courses, allowing both free and premium subscribers to access a limited number of video lessons for free. However, to unlock the full course, users will need to pay a fee. The payment process differs for Android and iOS users, with Android users able to make purchases within the app, while iOS users are directed to the web interface due to Apple’s transaction fees. Spotify is taking a commission on courses sold through its platform, although the exact percentage remains undisclosed.
In terms of moderation, Spotify has established platform policies that courses must adhere to, and users have the option to report any content that violates these rules. While the online courses are currently part of an experimental phase in the UK, there is speculation about how they could potentially be incorporated into Spotify’s rumored “Supremium” subscription tier. This premium offering is rumored to include additional features like lossless-quality streaming, more audiobook listening hours, advanced mixing tools, and enhanced track filtering options, hinting at a possible future integration of online courses as an added incentive for users to upgrade.
Spotify’s foray into online courses marks a significant expansion of its content offerings beyond music and podcasts. By experimenting with educational content, the company is not only catering to the growing demand for learning opportunities but also exploring new avenues for user engagement and retention. While the success of this initiative in the UK remains to be seen, it opens up exciting possibilities for how online courses could be integrated into Spotify’s future subscription models, reshaping the platform as a holistic destination for entertainment, education, and personal development.