After expanding to podcasts, audiobooks, videos and many other content formats, Spotify continues to announce a new step when entering the field of sports.
This is seen as an effort to turn this platform not only into a music listening application, but also into a comprehensive training support space for users.
The focus of the new strategy is the "Physics" section that has just been integrated into the application. Here, users can easily access exercise music playlists, tutorial videos and fitness content by searching for related keywords. The content is optimized for many platforms, from phones, computers to TVs.
As soon as it was launched, Spotify provided dozens of training programs from famous content creators such as Chloe Ting, Yoga with Kassandra or Pilates Body by Raven.
These contents include many disciplines such as yoga, pilates, cardio, meditation and strength training, suitable for many user levels.
Notably, Spotify also cooperates with Peloton (a famous US fitness technology company) to bring more than 1,400 on-demand training classes.
These exercises are non-advertised and designed by a team of professional Peloton trainers.
Spotify Premium users in some markets can access this content store without owning a dedicated device.
Currently, exercises are mainly in English, along with some options in Spanish and German. Users can also download content to the device for offline use, increasing flexibility in the training process.
On the creator's side, participating in the platform helps them take advantage of existing monetization tools such as the Spotify Partnership Program. However, the company has not announced details of the agreement with Peloton, nor has it confirmed new fee-based models such as paid classes or private registrations.
Spotify said the decision to invest in the fitness segment stems from user data. Accordingly, nearly 70% of Premium subscribers have a monthly exercise habit, and there are currently more than 150 million playlists related to fitness on the platform.
In particular, the demand for listening to exercise music increased sharply after the company deployed the artificial intelligence playlist suggestion feature.
However, continuing to add new content also poses challenges to user experience. The Spotify application has expanded to many formats, making the interface more complex. A part of users are concerned that the platform will become overloaded compared to its original goal of listening to music.
In response to this feedback, Spotify said it is improving the experience, most recently adding the video shutdown option on all applications. This shows that the company is trying to balance between expanding content and maintaining convenience.
