Spotify tests new strategy: free users may lose lyrics feature

According to news on September 6, music streaming giant Spotify has recently begun a new test for free plan users. The test involves removing the lyrics function in the free plan. This feature may become Spotify Exclusive privileges for Premium users.

It is understood that Spotify’s lyrics function has always been loved by users, but now this function seems to be being tested. Based on user feedback, Spotify announced in the notification bubble: "On Spotify Premium” and provides a registration link, which clearly implies that the lyrics function will become an exclusive treatment for paying users.

CJ, co-head of global communications at Spotify Stanley said the initiative is a limited test and is currently only available to a limited number of users in two regions. While Spotify didn't specify where those two markets were or provide a timeline for testing, he emphasized that the company often conducts a variety of tests, some of which end up being measures to improve the user experience, while others are used for important learning. and research.

In July this year, Spotify has raised its Premium subscription fee from the past $9.99 to $10.99 (approximately RMB 80). Although the number of Spotify users is growing, the growth rate of paid subscription users is relatively slow, so the company is actively seeking to guide high-value features such as lyrics functions to paid subscriptions to increase its proportion of paying users.

In addition, in addition to this change, Spotify is continuing to work hard to attract different types of creators, actively introducing more short video content, and hopes to become an audio version of TikTok. This move is to further broaden the appeal of its platform power, but also to stay competitive with competitors in the growing music streaming market.

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