Spotify is making it easier for listeners to share DJing duties.
The brand is launching a Group Session feature that allows multiple premium users to control a playlist at the same time. Group Session participants can contribute to a collaborative playlist and handle what songs are played in real time. For a Group Session, one person will be the “host” and send out a scannable code to others, which they can then use to gain access to the playlist as “guests”. Spotify debuted the feature during the Coronavirus pandemic because the brand has seen an increase in use as families spend long hours together at home, often playing music or podcasts.
By updating its features, Spotify increases its chances of user retention, according to a Gartner report, with the added possibility that free users will upgrade to Premium to utilize the new feature. Participants in a Group Session are able to pause, play, or reorder tracks using Spotify’s built-in controls. This marks the first time the brand has created a collaborative effort to be used in real time. Previously, Spotify users could collaborate on playlists with friends and members could add, delete, or reorder tracks—but only one person could control what was played at a time. Though Group Sessions was designed with parties and group hangouts in mind, the Coronavirus pandemic caused the brand to pivot the original intention. Instead, the Group Session provides families or friends quarantining together with the chance to collaborate on entertainment while at home. Spotify is rolling out the feature to all Premium users around the world and plans to continually update the feature based on user feedback.
By releasing its new feature to paying users only, Spotify could engage with loyal consumers and potentially convert free users into premium members to expand its overall audience.