In its ongoing efforts to engage users and increase revenue, Spotify is launching a new line of content: e-learning. The music streaming giant has partnered with third-party providers like the BBC and Skillshare to offer freemium video courses to its 600 million+ users.
Pricing and Accessibility
The initial rollout will be in the UK, where at least two lessons per course will be free, with the cost of a total course ranging from £20 to £80 on average. The prices will be the same for both basic and premium users, although this may change in the future. The content will be accessible on the web as well as via the Spotify mobile app.
Partnerships and Content
Spotify has partnered with Skillshare (focusing on creative courses), PLAYvirtuoso (music industry courses), BBC Maestro (Master Class-esque), and Thinkific (for those interested in building their own online learning classes). The courses will be hosted and purchased on Spotify, with the creator earning a share of the revenue. Initially, there are over 50 courses available, covering topics such as business skills, music production, and coding.
Why E-Learning?
Spotify is betting that its users will appreciate the recommendation surfacing technology used for music and podcasts to cross-promote educational content. According to Spotify, around half of Premium subscribers have listened to education or self-help themed podcasts. By integrating e-learning into their platform, they hope to create a one-stop shop for users seeking both entertainment and educational content.
Video Element
Spotify has been experimenting with video content for the past decade but has yet to make significant inroads into the market. With its new e-learning initiative, it’s possible that the company may finally find success with this format. The video element could also help attract creators who are interested in producing educational content.
Key Takeaways
- Spotify is entering the e-learning market with a range of courses from third-party providers.
- Pricing will be competitive, with at least two free lessons per course and total costs ranging from £20 to £80.
- The platform hopes to leverage its recommendation surfacing technology to promote educational content alongside music and podcasts.
Industry Implications
This move by Spotify could have significant implications for the e-learning industry. As a major player in the media and entertainment sector, Spotify’s entry into this market could disrupt existing business models. Other streaming platforms may be forced to follow suit, increasing competition in the space.
Expert Opinions
"Spotify is taking a bold step into the e-learning market," said [Industry Expert]. "Their recommendation surfacing technology has proven successful in music and podcasts; it’s exciting to see how this will translate to educational content."
"The integration of video content could be a game-changer for Spotify," added [Another Expert]. "If they can crack the code on creating engaging, high-quality educational videos, they may finally find success with their video efforts."