Another day another cosplay app TIC Tacthe signature video stream format of. Join Instagram, Reddit, Pinterest, Snapchat, YouTube and Netflix in pursuit of a gen Z action is none other than the lost music giant Spotify-with yet another feature inspired by the coveted short content platform.
First spotted by the developer Chris Messina, Spotify is currently testing a vertical stream of curated music videos that users can browse endlessly. Dubbed “Discover,” the feature appears as a new tab in the navigation bar at the bottom of the Spotify app, right between the Home and Search icons.
In an interview with TechCrunch, Messina explained that he came across the functionality of the TestFlight version of Spotify, a beta version for iOS. He also noted how the new circular icon in the navigation toolbar would immediately direct one to the video stream as you type. Users can then swipe up and down to view music videos on their curated stream, much like we already do on TikTok, Instagram reels, YouTube short films and more. Here they also have the option to like songs by tapping a heart and view the standard song info sheet by clicking on the three-dot menu next to it.
Messina further speculated that the feature would replicate the existing Spotify.Cloth‘format. Launched in 2019, Canvas essentially allows artists to create and add highly stylized video clips to their music on the app. The response to functionality at the time, however, was mixed. While some enjoyed it, others admitted their preferences for static album covers during listening sessions. The latter was also accompanied by claims that the videos and looping footage distracted attention from the music itself. On the flip side, the feature seems to be driving the engagement metrics that Spotify wants. “The company reports that users are more likely to continue streaming, sharing tracks, or recording tracks when they see a canvas,” TechCrunch noted.
When the post contacted Spotify, the company confirmed that it was exploring the idea of a vertical video stream. “At Spotify, we run a number of tests on a regular basis to improve our user experience,” said a spokesperson. “Some of these tests end up paving the way for our broader user experience and others are only for important learning.” In short, the Discover project is still in its initial testing phase and there is no way to confirm whether it will be rolled out to the public or not. If so, however, the functionality would undoubtedly be reorient commitment to Spotify from other platforms like TikTok, the one it tries to replicate in the first place. How? ‘Or’ What? Let’s go ‘in the heat of the moment‘with some statistics.
Earlier this year, TikTok ordered MRC data– an independent research and analysis group – to explore one of the application’s most decisive spheres of influence: music. According to reports Obtained from the group, TikTok has proven to be a more powerful music discovery platform than Spotify. “Even assuming generously that 100% of Spotify users discover new artists and music on the streamer, that would make TikTok 168% more powerful for artist and music discovery than the world’s most powerful streaming service. “, summarizes the research.
In order to rejuvenate engagement and boost content discovery, Spotify has already tested a Stories feature which allowed influencers to post and share their own curated playlists. But it never saw the light of day. If Discover eventually makes its way into the public, the feature will serve as a potential source for Spotify to finally pull the UNO reverse card on TikTok. Because, after all, the popularity of TikTok depends on short music videos in the first place. So why can’t the reverse work for Spotify and help the platform rediscover its identity as a musical powerhouse?