Spotify wants to get closer to TikTok… sort of. Apparently the music streaming service Spotify is testing a new TikTok-like video stream in its beta iOS application which displays full screen video clips as songs play, report TechCrunch.
This feature was spotted by Chris Messina, who posted a video of the stream in action. When available, the video stream is accessible from a fourth tab in the navigation bar entitled “Discover” located between the “Home” and “Search” buttons. Individual tracks can then be liked by scrolling through the feed, and there’s also a three-dot menu icon to bring up options for each song.
Spotify confirmed the test in a statement provided to TechCrunch, but declined to comment on whether or when it could see a larger rollout. “At Spotify, we regularly run a number of tests with the aim of improving the user experience.Said a spokesperson. “Some of these tests end up paving the way for our broader user experience, and others are only for important learning. We have no more news to share at the moment ».
Not only that, @Spotify Discover is basically a pared down version of a TikTok-style feed of vertical music videos (likely using their canvas format) that you can like or skip.#NewSpotify pic.twitter.com/hpOEZ8v9bl
—Messina.eth (@chrismessina) November 24, 2021
The new “Discover” feature could prove very useful for artistsbecause it will allow them to add visualization to their songs without the need for an expensive music video. This feature will also allow Spotify to differentiate itself further from its bigger competitor, Apple Music, as the latter does not have a video stream section.
If Spotify does add the new “Discover” section to its app, vertical music videos could become commonplace. If that happens, Apple will likely add a similar feature to its music streaming service as well.
Everyone takes note of TikTok
Spotify isn’t the first popular app to work on a TikTok-like video stream. Instagram has introduced a very similar feature in its app, called Instagram Reels. YouTube has also launched its own version of a vertical video feed called YouTube Shorts.
Both Reels and Shorts have had some success, and it’s no surprise that other large companies are keen to add similar functionality to their apps. Netflix also recently introduced a video stream with comedic content in its app. This new Netflix feature is called “Fast Laughs ».
As TikTok’s engagement hours skyrocket, even non-social media platforms are starting to want to use its format to help users engage with their own services.
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