Spotify Launches In-App Messaging Amidst Price Hikes in Nigeria
Spotify is introducing a new in-app messaging feature, allowing users to share music, playlists, and podcasts directly with their contacts. This launch comes at a time when the streaming giant is also implementing subscription price increases in several markets, including Nigeria. This strategic move aims to enhance user interaction within the platform while navigating the potential impact of increased costs for users, including a 9.1% rise in fees for Nigerian subscribers starting in September.
Enhanced Social Sharing and Targeted Functionality
The new “Messages” feature allows users to initiate conversations and share content with individuals they’ve previously connected with on Spotify. This could include contacts from Jams, Blends, or Shared Playlists, as well as family members linked through family plan subscriptions. Spotify emphasizes that this isn’t meant to compete directly with established chat applications such as WhatsApp or Instagram. Instead, it’s designed to be an extension of existing social features, aiming to centralize music-sharing experiences within the Spotify ecosystem. Spotify encourages users to continue sharing content on platforms like Instagram, Facebook, WhatsApp, Snapchat and TikTok, highlighting its focus on supplementing existing social connections rather than replacing them. This strategy aims to create a more integrated experience for users, allowing for quicker song sharing and related discussions directly within the app.
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