Spotify goes social

Spotify goes social

Spotify is making noise about the launch of its new live audio and social media app, Greenroom. Although Greenroom carries the same branding as Spotify, it is a separate app based on the sports-focused audio platform Locker Room, which Spotify acquired earlier this year.

Spotify is one of the world’s largest streaming services, estimated to reach 427 million monthly active users and 184 million paid subscribers by the end of 2021. This new app allows users to listen and talk live by joining unique live rooms or creating their own, Spotify described Greenroom as an app “innovating the future formats of audio in order to enable creators and their fans to connect in new ways”. Rather than targeting the same musical audience, Spotify is encouraging people with different interests to join the conversation and has even taken to Twitter to invite sports fans to discuss the latest games and news on its app.

The battle is on

Although such apps have not been on the tech scene for long, live audio apps are booming in popularity, so it is no surprise Spotify wants to cash-in on its benefits of being a music streaming and podcast platform as it moves on to this new venture.

Technology evolves alongside us

Connecting with people online has been more important due to the pandemic. We have seen a flurry of new apps and a turnover of new technologies and innovations developed, as the need to stay in touch virtually drives the growing market of social media. The rise of the content wars means apps are having to reinvent themselves to stay fresh and at the forefront of people’s minds, whilst simultaneously one-upping their rivals. And with the success of social audio apps, it is easy to see why Spotify wanted to grab a piece of the action as well, and I am excited to see what lies ahead for the future of Greenroom!


Alice Alexander

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