Spotify introduce new feature ‘TikTok’ style videos feed

Spotify is testing a new feature in its mobile app that adds a vertical feed of music videos like TikTok in a quest to keep users on its app. The music streaming giant is reportedly working on a design that will allow listeners to scroll through visual and audio content.

Spotify confirmed the test in a statement provided, but declined to comment on if or when it might see a wider rollout. “At Spotify, we routinely conduct a number of tests in an effort to improve our user experience,” a spokesperson said. “Some of those tests end up paving the way for our broader user experience and others serve only as an important learning. We don’t have any further news to share at this time.”

The test comes as Netflix has started testing a similar interface in its iOS app to help users discover new content to watch. It’s recent “Kids Clips” feature shows content from its child-friendly shows, and follows the launch of a similar “Fast Laughs” feed earlier this year. As TikTok’s engagement hours soar, even non-social media platforms are becoming interested in using its format to help users engage with their own services.

The Discover feed appears to build upon Spotify’s existing Canvas feature, where artists can have videos play alongside their music on the service. The videos shown as part of the Discover feed appear to be the same as those used for Canvas, TechCrunch notes.

In an interesting sign of how formats are changing, the discovery of Spotify’s new test comes almost a year to the day after the service was experimenting with using a Snapchat-style stories feature alongside several of its playlists. Who knows what will be in fashion by this time next year?