Spotify adds video learning courses in latest experiment (2024)

Spotify’s UK users are getting access to a fourth category of content to sit alongside its existing library of songs, podcasts and audiobooks: online courses. The company is today launching a new experiment that’ll see video-based lessons from BBC Maestro, Skillshare, Thinkific, and PlayVirtuoso made available via Spotify’s apps on mobile and desktop. The experiment is running in just the UK, and there are currently no guarantees that it’ll get a wider more permanent launch.

Online courses, particularly video-based ones, might feel like an odd fit for a service best known as a source of music and other audio content like podcasts and audiobooks. But product director Mohit Jitani tells me that people are already coming to Spotify for education thanks to some podcasts, so it makes sense to experiment with offering more educational content.

“One of the most interesting things and trends that we started noticing was more and more people were starting to come to Spotify with some intent of learning,” Jitani says. “And we thought, how can we take this core insight and build something on top of it?” In a press release, Spotify says that around half of its Premium subscribers have engaged with education or self-help themed podcasts.

Spotify’s pitch to course providers is not just that it can help them reach a much wider audience, but also that it can more directly target potential customers based on their existing listening habits. “It becomes much, much easier for us to find the right people for this course and just provide a much more efficient kind of distribution,” Jitani says.

The streaming service is offering courses within four categories: make music, get creative, learn business, and healthy living. In Spotify’s mobile apps, courses are accessible from a new pill-shaped icon on the top of the home screen, as well as via the service’s search and browse interfaces. I asked why the company has decided to build them into the same app that’s already overflowing with music, podcasts, and audiobooks, and Jitani told me that it’s partly to do with convenience (users don’t have to download another app and switch between them) and also so that people can be reminded to complete their courses when they open the main Spotify app.

With the experiment, Spotify is offering courses via a freemium model, similar to the one it used when it first launched audiobooks. Free and premium Spotify subscribers alike are able to access at least two video lessons per course for free, but will have to pay a fee to access the full course. Courses consist of a series of videos (which Jitani points out can be listened to with the screen off for an audio-only experience), and there might also be supplementary materials like PDFs.

Although users will need to pay to access a full course, they can’t do this in-app thanks to Apple and Google’s transaction fees (or, at least, Spotify’s reluctance to pay said fees). On Android, purchases work via email; you tap a button in-app to buy a course and Spotify responds by sending you an email with a purchase link. On iOS Apple’s anti-steering rules (now outlawed in the EU) mean Spotify can’t guide you to a purchase link, instead you just have to know to go to Spotify’s web interface and purchase access to courses from there. On the web, courses are available via the URL

Spotify is taking a commission on courses sold through its platform, but Jitani declined to comment on the percentage it’s charging course providers. When it comes to moderation, courses will have to abide by Spotify’s platform policies, and the service will offer a reporting mechanism if a user comes across content in a course that they feel breaks the streaming service’s rules.

Although the course content is just a test for now, and there’s no guarantee that it’ll get a wider release, it’s interesting to speculate how learning could play into Spotify’s rumored “Supremium” subscription tier. Reports suggest that the company is planning on bundling access to lossless-quality streaming (a feature it announced way back in 2021 and is yet to actually release) along with additional features like more hours of audiobook listening, advanced mixing tools, and more track filtering options. It’s easy to imagine how access to online courses could one day be offered as an extra sweetener to get people to upgrade as well.

Correction March 25th, 7:39AM ET:Corrected name of course category from “healthy life” to “healthy living.”

Spotify adds video learning courses in latest experiment (2024)


Spotify adds video learning courses in latest experiment? ›

👉Spotify Adds Video Learning Courses in Latest Experiment

What courses are launched on Spotify? ›

The streaming service is offering courses within four categories: make music, get creative, learn business, and healthy living. In Spotify's mobile apps, courses are accessible from a new pill-shaped icon on the top of the home screen, as well as via the service's search and browse interfaces.

What is the learning content on Spotify? ›

Through partnerships with leading educational tech companies like BBC Maestro, PlayVirtuoso, Skillshare and Thinkific, the streaming giant now offers users access to video-based learning courses across four categories: make music, get creative, learn business and healthy living.

How much are courses on Spotify? ›

How much are video courses on Spotify? Browsing through the new category, we noticed that prices for courses range from £11 to £240. Generally speaking, tutorials on a specific topic typically cost around the same amount. For instance, DJ and electronic music courses are priced between £15 to £35.

What is the new Spotify feature in 2024? ›

Spotify, an online streaming platform, has announced the launch of its “2024 Playlist in a Bottle” designed for music lovers seeking a reconnection with songs that resonate with their musical identities.

What is the new AI in Spotify? ›

To find AI Playlist, head to the Spotify mobile app and select “Your Library” at the bottom-right corner of your screen. From Your Library, tap the “+” button at the top-right corner of the app and select “AI Playlist.” Select one of the suggested prompts or type your own. Get creative and be specific!

How much is Spotify educational? ›

You'll pay one bill of $5.99/month + tax to Spotify for both services. If the price changes in the future, we'll notify you first. You can cancel anytime on your Spotify Account page.

What are the new features of Spotify? ›

After experimenting with AI playlist generation in its DJ feature last year, Spotify is now launching a beta tool that allows users to create a curated tracklist based on text descriptions.

Does Spotify have machine learning? ›

Every day, teams across Spotify leverage AI and machine learning to apply our personalization capabilities on a large scale, leading to the features, playlists, and experiences Spotify users have come to know and love.

Can Spotify be used for education? ›

Available to both free and premium users, the test feature enables creators of education content to reach new audiences through the music streaming app. Spotify is continuing to diversify its business with new video-based educational courses for UK users.

What education does the owner of Spotify have? ›

Ek grew up in the Rågsved district of Stockholm, Sweden. He graduated from high school in IT-Gymnasiet in Sundbyberg in 2002, and subsequently studied engineering at the KTH Royal Institute of Technology, before dropping out to focus on his IT career.

How many Spotify streams is $100? ›

It takes about 25,000 to 50,000 streams on Spotify to make $100. However, this number can vary depending on your label deal and which countries the streams are coming from. Some countries pay more per stream than others.

How much does it cost to make $1000 on Spotify? ›

How many streams on Spotify = $1000? On average, you'll have to earn 300,000 to 350,000 streams to generate roughly $1000.

How to buy Spotify courses? ›

On desktop: Users can select courses they're interested in, and upon purchase, start learning, watching on mobile app or desktop.

How do you get video mode on Spotify? ›

How Do I Enable Video on Spotify?
  1. Open the Spotify app.
  2. Tap Settings (gear icon).
  3. Make sure the Audio Quality toggle is Off, If it's on, tap it to turn it off. ...
  4. Make sure the Download audio-only toggle is Off. ...
  5. Scroll down to the Playback section or tap Playback, and make sure the Canvas toggle is On.
May 25, 2022

What is the new preview feature on Spotify? ›

The update is built around dynamic artwork and video, allowing users to scroll through an endless reel of condensed tracks and audio. Song previews also feature hashtags that enable users to jump between feeds in different genres, from the relatively straightforward (pop and rock) to the esoteric (cinnamon).

What happened to Spotify videos? ›

In order to watch music videos in your Spotify app on mobile or desktop, you'll also need to subscribe to Spotify Premium. Assuming you do pay for Spotify, you'll now see a "Switch to Video" option appear whenever you play a song with a compatible video.

How do I switch to video on Spotify? ›

Once you've found a track with an accompanying music video – we don't have a full list of those available yet – you'll see a new option to switch to video. To find the toggle, you'll have to click into the track to bring up the Now Playing video.

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