At its partner event, Spotify also unveiled a home page that delivers music recommendations based on listeners’ taste, age and the time of day, and a hub for runners that delivers personalized playlists and that can measure a runners’ steps per minute and play songs to match the pace.
The new running function ties in nicely with Spotify’s “Sponsored Session” ad offering, Levick said. The ad product lets brands launch a video in exchange for 30 minutes of ad-free listening. For instance, Nike could launch a branded video before sending a runner on an ad-free run.
“With the introduction of video on Spotify, we think there’s a huge opportunity to work with brands around branded content,” Levick said, adding that the firm is unfazed by the possibility of emerging music streaming services from the likes of Apple.
“We’ve been doing this for seven-plus years and we feel confident that we really understand music and the way that fans want to engage with music,” Levick said. “It’s a real validation to see other big players wanting to get into the space, and the way that they’re getting in is by streaming.”