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Spotify’s next frontier: fitness content
Spotify is expanding into fitness content by partnering with wellness creators and Peloton, creating a new 'Fitness' hub in the app for workout playlists and instructional videos. This new feature is based on user interest, with the aim to provide a comprehensive workout experience while leveraging Spotify's existing monetization tools.
Key points
- Spotify has announced a new 'Fitness' category to offer workout playlists and instructional videos.
- Partnerships with wellness creators and Peloton offer over 1,400 ad-free workout classes.
- Content accessible through a new hub in the app or via search, available for both free and Premium users.
- 70% of Premium subscribers work out monthly, indicating strong user interest.
- Future monetization options might be explored, although terms with Peloton are undisclosed.
- The addition aims to enhance user experience while considering potential clutter in the app.
Why it matters
- This move aligns with the trend of digital fitness and wellness, accelerated by the pandemic.
- Spotify's focus on fitness content responds to the growing demand for diverse audio-visual experiences.
- The integration of workout content reflects the ongoing merger of entertainment and fitness industries as seen with competitors like Apple Fitness+ and Peloton.
Spotify's venture into fitness content represents a strategic evolution in its service offerings, tapping into user preferences while enhancing its role as a comprehensive platform for wellness and entertainment.