Spotify () announced a new feature for its users. Now the application will integrate a direct messaging feature – or DMs. Titled Messages, the news will allow users to recommend music, podcasts or audioolivros to friends and family within the platform itself and, according to a press release, the feature was created from user requests.
“For artists, authors and creators, easy sharing means more mouth -to -mouth recommendations and helps to gain new fans. Our goal is to give users what they want and make these connection moments more fluid and dynamic in the Spotify application,” the company wrote in a note.
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The measure shows that the platform seeks means of continuing to grow and ward off competition. The music streaming company, which had 696 million monthly active users in the second quarter, is investing in new features to reach 1 billion users.
For this, the platform has been expanding its video content library, including through a partnership program that offers monetization options for podcast creators.
Financially, the company has focused on increasing its margins by increasing price, while balances users growth amid the intensification of rivals such as Apple Music, Amazon Music and Youtube.
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New – but not so much
Spotify had a similar message feature before, but removed it in 2017 due to low engagement. This time, the company is betting on the sharp growth of subscribers in recent years to revive the resource and gain market share.
How will the spotify chat work?
Messages will be made available to both users who use Spotify for free and for premium users starting this week. The only criterion is that only people 16 years or older will have access to the appeal.
Direct messages will be accessed when clicking on the profile photo in the upper left corner of the app. Users will be able to share content only with people with whom they have interacted on the platform – in case of unwanted messages, it will be possible to report the content or the account.
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To send a song, podcast or audioolivro, just click the sharing icon in the bottom right corner of the screen and choose a friend.
