Spotify Tests TikTok-Like Video Feed | New Feature

Spotify Explores TikTok-Style Video Feed

The popularity of short-form video, pioneered by TikTok, has prompted numerous platforms – including Instagram, Snap, YouTube, and Netflix – to introduce similar features. Now, Spotify appears to be joining this trend.

Testing a New 'Discover' Feature

Spotify is currently evaluating a new feature called Discover, which presents a vertically scrolling feed of music videos. Users can browse through these videos, with the option to like or skip each one. For users with access, it’s located as a new tab within the app’s navigation bar.

The initial discovery of this addition was made by Chris Messina, who shared a video demonstration on Twitter showcasing the Discover feature in operation.

How the Feature Works

Messina reported that the feature, found within Spotify’s TestFlight build (a beta program for iOS), is activated by a new icon in the navigation toolbar. This icon directly leads to the video feed. Navigation within the feed mirrors the TikTok experience, utilizing upward and downward swipes.

Beyond liking songs via the heart icon, users can access standard song information by tapping the three-dot menu.

Leveraging Existing Canvas Videos

Speculation suggests that this new feature may utilize Spotify’s existing Canvas format.

Canvas, launched in 2019, allows artists to add short looping videos to accompany their music within the Spotify app. While user reception has been mixed, with some preferring static album art, Spotify reports that Canvas increases user engagement – including streaming duration, track sharing, and saving.

Observations of the video feed confirm that the displayed videos are, in fact, artists’ pre-existing Canvas creations. However, Spotify has not officially confirmed this connection.

Spotify's Official Response

When questioned by TechCrunch regarding the feature, Spotify acknowledged its exploration of a vertical video feed. A spokesperson stated that the company routinely conducts tests to enhance user experience.

“At Spotify, we routinely conduct a number of tests in an effort to improve our user experience,” the spokesperson explained. “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.”

Past Experiments with Social Formats

This test remains in its early stages and may not be released to the public. However, it aligns with Spotify’s history of adopting popular social media formats to boost user engagement.

Previously, Spotify tested a Stories feature, allowing influencers to share curated playlists. This feature, however, was never made available to all users.

The Appeal of the Short-Form Video Format

The TikTok format has gained traction across major social platforms like Instagram (Reels), Snapchat (Spotlight), YouTube (Shorts), and Pinterest (Idea Pins). Its effectiveness in content discovery is also evident.

Netflix, for example, recently implemented a similar vertical video feed with its “Fast Laughs” feature, offering clips from its library and enabling users to save programs or begin streaming immediately.

Similarly, Spotify’s video-based Discover feature could facilitate music discovery and provide a familiar method for users to express their preferences.