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After 18 years palmando money, Spotify premiered its age this year with its first profitable exercise in its history. That milestone has been followed by good news as its latest quarterly resultsthat tell their own story.
A story that goes far beyond its 696 million users – 276 million of them, Premium. It is that of a silent but beastial metamorphosis. Spotify has ceased to be a music player to become something different.
It is a time to capture time.
When Daniel EK says that “people arrive at Spotify and stay in Spotify” is subtly describing its strategy: Colonize more and more sound moments of our day to day.
A few years ago, Spotify’s natural competitor was Apple Music. And YouTube Music, Deezer, Tidal. Today their rivals are rather Tiktok, YouTube, Netflix, Instagram, and even your own concentration. Compete for your sustained attention. It is not worth being the one who puts background music.
The growth in active users – 11% – is, more than more people listening to music, more people delivering fragments of their day to the same platform:
- Music to go to work.
- A podcast while you work.
- Another music while playing sports.
- An AUDS AUDIOLIBRO.
- Videoclips with which to kill dead times.
Spotify has been weaving A network that catches routines, not a long time. That is the strategy: assault every moment in which we consume audio.
And towards that the company goes, towards being much more than a modern Gramola. It wants to be the entity to whom we delegate the decision to hear in each context of our day.
The audiobooks looked like a sweetbeard, something tertiary, but The decision to compete with Audible It seems more and more important. The reason: Spotify needs content that works at dead moments that music cannot fill out at all.
- Long journeys by car.
- Hours of cleaning at home.
- Night walks.
The audiobooks, such as podcasts, turn Spotify into a company for all occasions, into the audio netflix they promised to be. Spotify detected that there was a silent war for the moments of “partial attention”. While we drive, we cook, clean, we close. Moments when music works, but where an interesting conversation can hook you more.
That is why hundreds of millions were spent in Joe Rogan and company. To occupy temporary territories that escaped their control.
With the audiobooks gaining weight, Spotify has completed its transformation. It is no longer a music app. Not a music app that has podcasts. Is A total audio platform that coincidentally also reproduces songs, homogenizing everything in that damn word called “content.”
They have resigned to be perfect in something to be indispensable in everything. And it is working: almost 700 million people have decided to be in a space that serves as a unique sound universe and does not dispatch towards several specialized applications.
Outstanding image | @felipepelaquim
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