Spotify is reintroducing a direct messaging feature to its platform, enabling users to share and discuss music, podcasts and audiobooks within the app, a strategic move that expands the streaming service’s functionality beyond passive listening.
According to reports from BNN Bloomberg, the Messages feature is now in a gradual rollout for both free and premium subscribers aged 16 and older in select markets.
Described by the platform as ‘a fast and convenient way to share and chat about what you’re listening to,’ the revival of this tool, which was discontinued in 2017 due to low engagement, comes as Spotify aims to boost user interaction and solidify its competitive stance against rivals like Apple Music and Amazon Music.
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The messaging capability is designed for one-on-one conversations, allowing users to connect with people they have previously interacted with on Spotify. The company has stated that ‘users have the choice to accept or reject message requests from friends and family,’ and an option to opt out of messaging entirely is available in the settings.
This feature is part of Spotify’s broader strategy to increase its monthly active users, which reached 696 million in the second quarter, toward a goal of one billion. The company is investing in new features and expanding its video and podcast content library to enhance user engagement and margins.
From a creator standpoint, Spotify suggests that artists, podcasters, and audiobook creators could benefit from word-of-mouth promotion generated through these shared conversations. Industry analysis cited by Digital Music News indicates a ‘clear-cut path to superfan monetization‘ in the future, potentially connecting artists directly with highly engaged subscribers.
However, the launch also brings potential challenges, particularly around content moderation. The company acknowledged that its Terms of Use and Platform Rules apply to Messages, and it will utilize proactive detection technology combined with human moderators to scan for unlawful or harmful content. Users can report conversations that violate community standards.
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