Spotify is expanding its target audience with a set of new features targeting pets, the company announced earlier today. The move that looks suspiciously akin to a PR stunt centers around a rather straightforward creation – Spotify Pet Playlists.
In addition to the music tool, today’s launch also includes My Dog’s Favorite Podcast, an internally commissioned playlist created for canines. This curious audio package includes over ten hours of specialized instrumentals, ambient sounds, and human voices meant to keep home-alone pets company. It’s presently unclear whether the exclusive production is a one-off, though that’s likely to be the case.
Much like Spotify’s core streaming service, the newly debuted platform offers algorithmically enhanced curation capabilities. In other words, every user gets their own Pet Playlist which the app will populate and change in accordance with their stated music preferences, as well as the exact species of their roommate(s).
The functionality is unsurprisingly limited to a smaller number of pet species such as dogs, cats, and hamsters. Nonetheless, users are encouraged to experiment as Spotify speculates some rabbits may totally be into “hamster music”, whatever that means. Spotify subscribers interested in giving Pet Playlists a go can do so as of right now.
No claims of effectiveness accompany the feature, though Spotify says it did consult with experts during development. Therefore, pet playlists are as close as you can currently get to a scientific method of soothing your cat’s nerves.
Spotify suspects your rabbit could be into “hamster music”
Spotify’s British arm may be behind Pet Playlists and My Dog’s Favorite Podcast, but the new content and accompanying curation tool are available internationally. The firm’s newly commissioned research suggests three-quarters of UK pet owners play music for their furry friends.
While the development largely comes down to a publicity stunt, its wider cause is somewhat nobler in nature. Namely, Spotify UK is launching pet playlists in collaboration with the Royal Society for the Prevention of Cruelty to Animals. Pet Playlists are hence being integrated into RSPCA’s recently debuted #DogKind campaign meant to educate pup owners about canine behavior.
Looking at the bigger picture, today’s announcement is yet another extension of Spotify’s expansion strategy which grew more aggressive in recent months. The NYSE-traded firm went public nearly two years ago but its valuation stagnated since then as growth slowed down. With Apple and Amazon also breathing down its neck, Spotify turned to pursuing new partnerships and unique initiatives.