Spotify Revives Messaging Feature to Boost Engagement and Stay Ahead of Rivals

Spotify is bringing back in-app messaging for both free and premium users, aiming to deepen user engagement and strengthen its competitive edge in the crowded music streaming market. 

The new feature will let listeners chat and share tracks directly with people they’ve interacted with on the platform. Initially, it will roll out this week on mobile devices in select markets for users aged 16 and above. 

This isn’t Spotify’s first attempt at social messaging. The company had previously offered a similar tool but discontinued it in 2017 after low adoption. Now, with a subscriber base that has grown substantially in recent years, the Swedish streaming giant sees renewed potential in making its app more interactive and sticky. 

Strategy Behind the Move             

The relaunch comes as Spotify continues to balance user growth with profitability. The company has leaned on subscription price hikes to improve margins while competing head-to-head with Apple Music, Amazon Music, and YouTube. At the same time, it is investing heavily in platform features designed to keep users engaged and less likely to switch. 

Spotify reported 696 million monthly active users in the second quarter and, according to a Financial Times report, has set its sights on reaching 1 billion. Beyond music, it is also expanding into video content and podcasting, including a partner program that allows creators to monetize their shows. 

Summary:

By reintroducing messaging, Spotify is betting on social interaction as a key growth driver. The move signals a broader strategy: strengthening user engagement through community features while continuing to diversify content and edge closer to its ambitious billion-user goal.

Frequently Asked Questions (FAQs)

1. What is Spotify’s new messaging feature?

Spotify’s new in-app messaging feature allows users to chat and share music directly with people they’ve previously interacted with on the platform.

2. Who can use the Spotify messaging feature?

The feature will be available to both free and premium Spotify users aged 16 and above, starting in select markets.

3. When will Spotify’s messaging feature launch?

Spotify has started rolling out the feature this week on mobile devices, with wider availability expected in the coming months.

4. Why did Spotify remove its earlier messaging option in 2017?

The company discontinued its previous messaging feature due to low engagement levels at the time.

5. Why is Spotify bringing back messaging now?

With its user base growing to nearly 700 million monthly active users, Spotify believes social interaction will drive stronger engagement, improve retention, and help it stay ahead of rivals like Apple Music and Amazon Music.

6. How does this move fit into Spotify’s growth strategy?

Reintroducing messaging aligns with Spotify’s broader strategy of diversifying its platform, boosting engagement, and moving closer to its target of reaching 1 billion users.

7. What other new features is Spotify investing in?

Apart from messaging, Spotify is expanding its video content library and offering monetization opportunities for podcast creators to strengthen its creator ecosystem.

8. How could this feature benefit Spotify users?

The feature makes music discovery more social and interactive, enabling users to connect, share, and discuss tracks without leaving the app.