Spotify has established itself as a leader in music streaming, podcast entertainment, and audiobooks. In a bid to increase user engagement and revenue, Spotify is now venturing into the realm of e-learning.
In an initial trial in the U.K., Spotify is introducing a freemium model for online video courses in partnership with third-party providers such as the BBC and Skillshare. Each course will offer at least two free lessons, with full courses priced between £20 and £80 on average. The pricing will be consistent for both basic and premium users during this testing phase.
Mohit Jitani, the product director for the education business based in London, emphasized the importance of understanding demand and optimizing the offerings for a wider audience. The courses will be accessible on both Spotify’s website and mobile app under the “Courses” section in the home and browse tabs.
These video courses on Spotify cover a diverse range of topics, from music production to Excel tutorials, and even lessons on creating educational content for aspiring “education creators.” While the e-learning market is already significant, with an estimated worth of more than $315 billion by 2023, Spotify’s approach focuses on one-way, on-demand video content.
Initial partners for Courses include Skillshare, PLAYvirtuoso, BBC Maestro, and Thinkific, catering to various interests ranging from creative skills to building online learning classes. The selection of courses will be guided by user preferences and search patterns on Spotify, allowing for curated content that aligns with user interests.
As Spotify looks to diversify its business and improve profitability, the decision to launch educational offerings in the U.K. reflects its focus on engaging a highly active market. With a growing podcast audience, Spotify aims to leverage data insights to cross-promote education content and enhance user experience.
Furthermore, Spotify’s investment in video content, including educational videos, signals a strategic push towards enhancing its platform’s offerings beyond music and podcasts. By aligning with the evolving needs of creators and users, Spotify is positioning itself for continued growth and innovation in the digital education space.
