And obviously, social could be a meaningful driver of creating an even stickier and more engaging experience,” the CEO clarified. “We’re committed to creating the best audio experience for consumers and creators in the world. On the investor call, Ek declined to comment on the Friends tab test specifically, saying the company runs a lot of experiments and “what you probably have seen is one of those experiments - and since we’re not committed to rolling that out, I don’t really have much of a sort of comment.” But he didn’t downplay the company’s interest in social overall, suggesting it remains an area of interest. This version still may not be the final concept, nor is there any guarantee that the feature will definitely launch. Imagine if there was the ability to share songs with friends in-app… /ftSRxtOWas PUMPED about this new friends tab on Spotify Spotify’s desktop app includes a similar feature, but it has limited user access to that same activity on mobile devices. This variation offered a dedicated place to view what music friends were streaming on the app as well as what playlists they’d recently updated. The company, however, had signaled its interest in an expanded set of social features last year when it began testing a Community tab on its app. So far, Spotify has not made any public announcements about its plans to launch a Friends tab on mobile, nor has it responded to testers’ questions. Others have been asking Spotify when the feature would roll out more broadly. On Twitter, for example, Spotify users have been asking the company to please add them to the test group if they didn’t have access to the feature, or have been complaining when they were removed from the test group and their Friends tab disappeared. Though only an experiment at present, the test already has gained many positive reviews from members of the test group. The exec was answering an investor question about Spotify’s recent tests of a “Friends tab,” which appears in the app’s bottom navigation bar for some subset of Spotify’s users. Instead, he replied that social could become “a meaningful driver of creating an even stickier and more engaging experience” for the company. Though Spotify CEO Daniel Ek declined to comment on the specific feature the investor asked about, he didn’t shoot down the idea of Spotify becoming a more social platform. During the streamer’s Q4 earnings call earlier today, the company was asked to clarify some details about its social plans. The company for many months has been testing different iterations of a “friends activity” tab on its mobile app, and investors have now taken notice. Spotify’s success with Wrapped, its year-end review, designed for social sharing, may be pushing the company toward building more social experiences directly into its mobile app.
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