It looks like Spotify, the music streaming giant, is planning to change the user interface in a bold and exciting new way.
Before Spotify “Stream On” event in Los Angeles (last in 2021), Bloomberg (opens in a new tab) leaked that the event will launch a brand new redesigned homepage feed. “Instead of picking from a long list of carousels with static covers, the interface allows listeners to swipe vertically through content recommendations that auto-play.” This may include video content or looping GIFs.
Thanks to the announcement that was finally discussed during the Steam On event, we have a more complete understanding of how this change will work. According to Musically (opens in a new tab)Spotify’s mobile app will replace “existing carousels of music, podcast, and playlist suggestions with a TikTok-style vertical recommendation channel.”
Below is a video from Stuart Dredge (opens in a new tab) showcasing the aforementioned new homepage channel design.
Anyway, this new vertical Spotify Discovery Channel to be announced tomorrow… has already arrived on my phone 👀 pic.twitter.com/CbGoiIplvkMarch 7, 2023
But unlike TikTok, Spotify doesn’t need to use an algorithm to keep an eye on the channel as its ultimate goal is to get you away from the channel and listen to the artist’s song in its entirety. So it looks like Spotify is mixing some of TikTok’s laser algorithm techniques with Netflix’s video clips to entice users to click on songs. It might be interesting to see in practice.
Spotify has revealed a host of other features it will add to the service including AI DJ which helps create a personalized playlist for listeners, Smart Shuffle, Marquee which is a full-screen sponsored recommendation for a new release, Discovery Mode which allows artists to tag songs which are then added to the algorithm and Showcase which introduces the artist’s music to potential listeners.
There are also Spotify Clips and Countdown Pages that allow artists to customize their pages with video. Finally, Spotify will also offer concerts and merchandise for the first time, creating a new way for artists (and the service) to monetize.
This complete overhaul of the entire channel, as well as the addition of so many new features, could be the result lost income and consequent layoffs. As well as a way to justify the impending increase in the price of the service despite the aforementioned layoffs.