TikTok has seen its short-form video feed copied by a host of competitors, from Instagram to Snap to YouTube and even Netflix. Now it looks like you can add Spotify to that list. The company has confirmed it's currently testing a new feature in its app, Discover, which presents a vertical feed of music videos that users can scroll through and optionally like or skip. For those who have access to the feature, it appears as a fourth tab in the navigation bar at the bottom of the Spotify app, in between Home and Search.
The new addition was first spotted by Chris Messina, who tweeted out a video of the Discover feature in action. He described it as a "pared-down version" of a TikTok-style feed of music videos.
Messina told us he found the feature in Spotify's TestFlight build (a beta version for iOS), where a new icon in the navigation toolbar brings you immediately to the video feed when tapped. You can then swipe up and down to move through the feed, much like you would on TikTok. In addition to tapping the heart to like songs, you also can tap the three-dot menu to bring up the standard song information sheet, he notes.
Messina also speculated the feature may be taking advantage of Spotify's existing Canvas format.
Not only that, @Spotify Discover is basically a pared down version of a TikTok-style feed of vertical music videos (likely using their canvas format) that you can like or skip.#NewSpotify pic.twitter.com/hpOEZ8v9bl
— Chris Messina ᵍᵐ (📜,🕯️) (@chrismessina) November 24, 2021
Introduced broadly in 2019, Canvas allows artists to create videos that accompany their music on the Spotify app. The feature had mixed reviews from users, as some reported they preferred to see just the static album art when listening to music and found the video and its looping imagery distracting. But others said they liked it. Canvas, however, appears to drive the engagement metrics that Spotify wants -- the company reports that users are more likely to keep streaming, share tracks or save tracks when they see a Canvas.
From the video Messina shared and others we viewed, we can confirm that the videos playing in the vertical feed are the artists' existing Canvas videos. But Spotify would not confirm this to us directly.
TechCrunch asked Spotify for further information on the feature, including whether it had plans to roll this out further, whether it was available on both iOS and Android, which markets had access to the feature and more. The company declined to share any details about the feature but did confirm, via a statement, it was exploring the idea of a vertical video feed.
"At Spotify, we routinely conduct a number of tests in an effort to improve our user experience," a spokesperson told TechCrunch. "Some of those tests end up paving the way for our broader user experience and others serve only as an important learning. We don’t have any further news to share at this time," they added.
In other words, the test is still very early and may not make its way to the public. But if it did, it wouldn't be a surprising move on Spotify's part. The company has before looked to popular social media formats to engage its users. In the past, Spotify tested a Stories feature that allowed influencers to post Stories to introduce their own, curated playlists. But that option never became available to all Spotify users.
While the TikTok format has been adopted by top social platforms, including Instagram (Reels), Snapchat (Spotlight), YouTube (Shorts) and Pinterest (Idea Pins), it's also proving to be an ideal format for content discovery. Netflix, for instance, recently adopted the short-form vertical video feed in its own app with the launch of its "Fast Laughs" feature, which offers clips from its content library and tools to save the programs to a watch list or just start streaming them. Similarly, Spotify's video-based Discover feature could help introduce users to new music and offer a way to signal their interests to Spotify in a familiar format.