The TikTok-ification of Spotify Has Begun

guest · Nov 25, 2021

The TikTok-ification of Spotify Has Begun
Another day, another app taking TikTok's signature vertical video feed for a spin.
November 24, 2021
https://gizmodo.com/the-tiktok-ification-of-spotify-has-begun-1848119442

Another day that ends with Y means another big platform is trying to copy TikTok’s format in the hopes of capturing more users in the coveted 18-34 demographic. This is the cycle we’re doomed to repeat, day in and day out, until either TikTok or time itself ceases to exist. This time, the platform in question is (spins giant wheel) Spotify.

On Wednesday, TechCrunch reported that the music streaming platform is following in the footsteps of Instagram, Facebook, Reddit, Pinterest, Netflix, Snapchat, and more by testing out an endlessly scrolling vertical video feed. In Spotify’s case, that feed will appear in a newly-minted Discover tab situated between the Home and Search buttons, and will allow users to flip through, like, or skip a curated selection of music videos.
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The feature was first pointed out by developer Chris Messina, who noted in a tweet that the new feed is “basically a pared down version of a TikTok-style feed of vertical music videos.”
As Spotify has noted in the past, early data shows that Canvas appears to drive engagement, with users more likely to interact with songs that have the feature attached.

The Discover project over at Spotify is still in the earliest stages of testing, so there’s no way to know if we’ll see it rolling out more widely on iOS and Android anytime soon
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The TikTok-ification of Spotify Has Begun

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The TikTok-ification of Spotify Has Begun

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