Soon, Spotify users will be able to slide into someone’s DMs to recommend “Slide” by the Goo Goo Dolls. The music streaming app that still hasn’t perfected its shuffle algorithm is rolling out in-app messaging to select markets this week to Free and Premium customers aged 16 or older on mobile devices.
The aptly named Messages isn’t intended to replace the usual platforms for recommending your favorite Benson Boone song to friends and loved ones—Spotify wants Messages to complement those avenues while incentivizing you to stay on the app more at a time when it seems pretty important for the company:
- Spotify is targeting ad revenue to account for 20% of its overall revenue, but it was only at 11% as of June and decreased by 0.7% for Q2 year over year.
- Spotify recently announced an increase in subscription prices for Premium users in many markets outside of the US.
Having its 696 million users more engaged can’t hurt when it comes to negotiating ad rates, and the new feature, which Spotify says users want, may make paying a higher monthly fee seem worth it.
Bottom line: It’s unclear if Messages will allow you to DM birthday wishes to Dua Lipa or any other artists, although Spotify says anyone can opt out of Messages or block other users.—DL
This report was originally published by Morning Brew.
