Spotify has made a name for itself in music streaming, podcasts, and audiobooks. In a bid to enhance user engagement, Spotify is venturing into e-learning with the introduction of online video courses.
Initially launched in the U.K., Spotify’s e-learning platform features freemium video courses developed in collaboration with partners like the BBC and Skillshare. Each course includes at least two free lessons, with the full course priced between £20 and £80 on average. The pricing model remains the same for both basic and premium users, for now.
Mohit Jitani, the product director for the education division in London, noted that the pricing strategy is part of an experimentation phase to gauge demand before a broader rollout. Jitani stated, “With this launch, we’re trying to understand the demand first, then we optimize how we can make it more compelling and exciting.”
Accessible through both Spotify’s website and mobile app, the courses cover a wide array of topics such as music production, Excel tutorials, and even guidance on creating online educational content to transform musicians into educators.
Amidst a market estimated to exceed $315 billion by 2023, numerous online learning platforms already exist, with Spotify positioning itself to offer on-demand educational content via one-way video streams.
While some courses may include supplementary materials, the focus is more on additional documents rather than interactive elements like quizzes. Future plans for potential gamification or interactive features remain undisclosed.
Collaborating with partners like Skillshare, PLAYvirtuoso, BBC Maestro, and Thinkific, Spotify aims to curate courses based on user interests and preferences observed on the platform.
Creators own the videos hosted on Spotify, with revenue sharing among the creators, publishers, and the platform itself without specific details on the distribution. Benefits for premium subscribers regarding discounts or other perks are yet to be announced.
Why Choose Education? Why Start in the UK?
The move reflects Spotify’s diversification strategy and pursuit of sustained profitability. The selection of the U.K. as the launch market is attributed to its size and high user engagement levels.
Despite financial fluctuations, including layoffs and net losses, Spotify seeks stability through this expansion while leveraging its insight into user behaviors and preferences.
Despite being primarily known for music, Spotify’s foray into education aligns with trends showing a significant portion of premium subscribers engaging with educational podcasts. Utilizing its data-driven recommendations to cross-promote courses and tapping into creator tools further supports this strategic move.
While videos have been a focus for Spotify for some time, the recent emphasis on educational video content complements its existing offerings, potentially paving the way for enhanced user experiences and engagement.
