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Spotify’s Shorts: TikTok Meets Tunes — A Case Study in Product Strategy
- Spotify has introduced vertical videos, called Spotify Shorts, to enhance user experience and compete with platforms like TikTok, Instagram Reels, and YouTube Shorts.
- The move is to cater to Gen Z preferences, who prefer swiping and algorithmic music discovery through bite-sized content and infinite scroll experiences.
- Spotify aims to address the challenge posed by TikTok, which has become a dominant music discovery platform despite Spotify's robust music recommendation engine.
- Spotify integrates vertical videos into artist pages and song contexts, focusing on curation rather than user-generated content creation like in TikTok.
- The algorithm for Spotify Shorts suggests videos related to the user's current listening preferences and learns from user engagement over time.
- Key metrics of interest for the Spotify product team include engagement, discovery, and platform metrics, especially the discovery-to-save conversion rate to validate the visual hypothesis.
- Spotify is betting on visual, algorithmic, and addictive attention models for the future, understanding that platforms need to grasp attention mechanisms beyond just music functionality.
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