Spotify ventures into e-learning, introducing a new array of content designed to educate its extensive user base, expanding its horizons beyond music streaming and podcasting.
This strategic move is driven by Spotify’s desire to boost user engagement and foster revenue growth by entering the thriving online education market.
With a user base exceeding 600 million worldwide, the digital music service firm sees an opportunity to provide additional services and cater to the varied interests of its audience.
Initially launching in the UK, Spotify tests the waters by offering a range of freemium video courses, developed in collaboration with partners like the BBC and Skillshare.
Covering diverse topics such as music production and business skills, these courses are priced between £20 to £80 ($27 to $108) on average.
Product Director for Spotify’s educational division, Mohit Jitani stresses the importance of gauging user demand and refining the offerings to maximize appeal. “With this launch, we’re prioritizing understanding demand,” he explains. “Then, we’ll optimize to enhance its appeal and excitement.”
Accessible through Spotify’s platform on both web and mobile app, the courses will prominently feature in the home and browse tabs under “Courses.”
While some may question Spotify’s move into online learning, it aligns with the company’s broader strategy to diversify revenue streams and leverage its large user base.
With podcasts gaining popularity, Spotify aims to use its data insights to cross-promote educational content to users interested in self-improvement.
Moreover, Spotify has been investing in tools and resources for creators, empowering them to increase earnings and improve skills. Offering educational content focused on business management and music production complements this effort, strengthening Spotify’s value proposition for creators.
Despite facing challenges in achieving consistent profitability, Spotify says it remains committed to innovation and expansion.
“By tapping into the growing demand for online education and leveraging its platform’s capabilities, the company aims to establish a new revenue stream and solidify its position as a major player in digital content.”
