Social consumption comes to Spotify.
User engagement is a fundamental part of the online experience for many services, which encourage users to become a part of the conversation after reading an article or watching a video. And in recent years, reaction features like TikTok’s Duets have become core to the service offering. Spotify’s test seems to be an attempt to bring similar social elements to music playlists, and hopefully benefit from the resulting increase in user participation.
The discovery of the test comes a little over a month after Spotify was spotted experimenting with allowing users to, substantially lowering the barrier to entry to potential audio creators. At the time, Spotify had made the feature available to a small number of users in the US and New Zealand. Compared to asking users to record full-on podcasts in the Spotify app, simple audio reactions arguably make a lot more sense. Users have come to expect high production values from podcasts — the result of professional equipment and slick editing — which a mobile app like Spotify might struggle to replicate. But the bar for short audio reactions could be a lot lower , and users might be more willing to listen to clips recorded with a phone’s microphone.
However, it’s worth noting that Spotify often experiments with new features that get limited public-facing releases but never officially launch. In recent months we’ve seen the platform test everything from a
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