Spotify Introduces Video Learning Courses: Explore Music, Creativity, and Business

In a bold move to diversify its content offerings, Spotify is rolling out video-based learning courses for its UK users. Adding to its extensive music, podcasts, and audiobooks library, Spotify's latest experiment introduces online courses covering various topics. Collaborating with BBC Maestro, Skillshare, Thinkific, and PlayVirtuoso, Spotify aims to provide users with a holistic learning experience directly within its mobile and desktop apps.

While online courses might seem unconventional for a music streaming service, Spotify's Product Director, Mohit Jitani, highlights the growing trend of users seeking educational content on the platform. With podcasts already serving as educational resources, Spotify sees an opportunity to cater to this demand by offering a broader range of learning materials.

"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.

The allure for course providers lies in reaching a wider audience and in Spotify's ability to target potential customers based on their listening habits. Jitani emphasizes the efficiency of distribution, making connecting the right individuals with relevant courses easier.

Spotify's curated courses span four categories: make music, get creative, learn business and have a healthy life. Accessible through a new icon on the home screen of Spotify's mobile apps, as well as through search and browsing interfaces, these courses integrate seamlessly into the existing user experience. Jitani explains that consolidating courses within the Spotify app streamlines accessibility and provides a convenient reminder for users to engage with their learning journey.

The freemium model adopted for these courses allows free and premium subscribers to access a limited number of video lessons per course. However, unlocking the entire course requires a fee. Each course comprises a series of videos, allowing users to listen with the screen off for an audio-only experience. Supplementary materials like PDFs may complement the video content, enriching the learning experience.

While Spotify takes a commission on course sales, details regarding the percentage remain undisclosed. In terms of moderation, courses must adhere to Spotify's platform policies, with a reporting mechanism in place for users encountering inappropriate content.

As Spotify ventures into online learning, this experiment signals the platform's commitment to providing diverse and engaging content beyond music. By leveraging its vast user base and personalized recommendations, Spotify aims to empower users on their educational journey while enhancing its position as a multifaceted entertainment platform.