Spotify launching video learning platform charging $44 for ‘Dog Body Language’ class


You can sign up for a Spotify subscription to listen to Joe Rogan’s podcast, before making the switch to get the audiobook on the platform. Now, the music giant is betting that you’ll be tempted to take valuable lessons on everything from getting started to becoming a DJ.

Spotify has launched a training course on its test platform in the UK as part of its latest music streaming service.

The course appears to have been inspired by MasterClass—where celebrities reveal industry secrets—and video learning platforms like EdEx, LinkedIn Learning, and Udemy.

The CEO’s diary Steven Bartlett leads courses on starting and growing a “multi-million pound business.” Take the Singer Gary Barlow, meanwhile, has conducted 29 courses on songwriting.

Both courses will set you back £48.90 ($61.81).

The money, however, seems cheap, compared to the cost of music lessons. Beginner lessons for piano and acoustic guitar are going for £92.90 ($117.44).

The list of courses gets longer as you progress. Users can pay £35 ($44) for a dog grooming class, or pay as low as £71.90 ($90.85), to train your dog to get antlers during the shedding season. Final training takes only 30 minutes.

Courses work on a “freemium” model, with the first classes of each course offered for free before users are asked to cough up to receive the rest.

It’s not clear how Spotify made the payments for the course, for example, if they were using a revenue-sharing scheme with producers, or if they paid top record producers upfront fees to produce content.

Spotify’s latest monetization plan

The move into video education is the latest sign of Spotify diversifying its offerings beyond its low-end music streaming business, where the platform pays record-breaking royalties for music licensing.

Spotify first tried to diversify with podcasting, paying big ticket prices for Joe Rogan, Barack and Michelle Obama, and Prince Harry and Meghan Markle.

However, the team faced major pain in the team and has since lost its expensive stars it rules in its own union and Rogan.

Spotify confirms that this was part of a strategy to bring listeners who have not been on the platform, rather than a very profitable model, and CEO Daniel Ek expects the podcast group to make a profit this year.

The company also leaned into audiobooks, offering a similar freemium model where some audiobooks come free with the first subscription, while others require payment.

Spotify thinks that the growing number of users studying podcasts and audiobooks means that the market is ripe.

“Many of our users use podcasts and audiobooks on a daily basis for their learning needs, and we believe that the engaged audience will be interested in finding and purchasing great products from video learning creators,” said Babar Zafar, VP of development. for things. Spotify.

Apple problems

The musician has historically struggled to advertise these paid add-ons on his app, thanks to Apple Commission fees that have risen in a years-long regulatory battle.

Spotify has avoided giving users the option to pay for subscriptions and in-app purchases on its iOS app, to avoid paying Apple. 30% work for those purchases. Instead, customers have to go back to the web browser to follow the platform.

This is set to change in the EU following the implementation of the Digital Markets Act (DMA), with Spotify planning to revamp its app to make it easier to sell additional products to users.

Daniel Ek said there are “great advantages” to the group because of the ability to sell its products directly to customers through the app.

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