Spotify moves into Ed-tech2 min read

Spotify, the global leader in music streaming and podcast entertainment, has announced its foray into the world of e-learning. With a user base exceeding 600 million worldwide, Spotify aims to capitalize on its platform’s extensive reach by introducing freemium video courses covering diverse subjects.

The initiative, initially launching in the United Kingdom, marks Spotify’s bold step beyond its traditional offerings of music, podcasts, and audiobooks. Collaborating with renowned partners such as the BBC and Skillshare, Spotify plans to offer users access to a plethora of instructional videos spanning various topics, including music production, Excel proficiency, and more.

According to Mohit Jitani, the London-based product director spearheading this endeavor, the pricing model for these courses is designed to gauge demand and user response. While two introductory lessons will be free, complete courses are expected to range from £20 to £80 on average, with pricing consistent for both basic and premium Spotify users, at least initially.

These courses, accessible through Spotify’s web platform and mobile app under the “Courses” tab, are positioned as a hybrid between popular educational platforms like YouTube, Master Class, and LinkedIn Learning. The content caters to a broad audience, offering valuable insights and skills in a convenient, on-demand format. Key partners in this venture include Skillshare, focusing on creative disciplines, PLAYvirtuoso for music industry-related courses, BBC Maestro offering Master Class-style content, and Thinkific for individuals interested in creating their own online learning materials.

Spotify’s decision to venture into e-learning reflects its strategic ambition to diversify its revenue streams while tapping into the burgeoning market for online education, estimated to be worth over $315 billion. Leveraging its wealth of data from podcast listenership, Spotify aims to curate course offerings tailored to user preferences, thereby enhancing engagement and driving further growth. While the move may seem unexpected for a company primarily associated with music streaming, Spotify’s recent endeavors in podcasting, creator tools, and video content demonstrate its evolving strategy to become a multifaceted entertainment platform.

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