Spotify’s sucess with Wrapped a year-end review designed for social sharing, may be pushing the company to build more social experiences directly into its mobile app.
For months, the company has been testing various iterations of a “friends activity” tab on its mobile app, and investors have taken notice. Earlier today, during the streamer’s Q4 earnings call, the company was asked to clarify some details about its social plans. Though Spotify CEO Daniel Ek declined to comment on the specific feature requested by the investor, he did not dismiss the possibility of Spotify becoming a more social platform. Instead, he responded that social media could be a “meaningful driver of creating an even stickier and more engaging experience” for the company. The executive was responding to a question from an investor about Spotify’s recent tests of a “Friends tab,” which appears in the app’s bottom navigation bar for a subset of Spotify’s users.