Image for article titled The TikTok-ification of Spotify Has Begun

Photo: CHRIS DELMAS / Contributor (Getty Photos)

But another day that ends with Y potential yet one more huge platform is trying to reproduction TikTok’s structure within the hopes of shooting extra users within the coveted 18-34 demographic. This is the cycle we’re doomed to repeat, day in and day out, till either TikTok or time itself ceases to exist. This time, the platform in query is (spins huge wheel) Spotify.

On Wednesday, TechCrunch reported that the music streaming platform is following within the footsteps of Instagram, Fb, Reddit, Pinterest, Netflix, Snapchat, and extra by testing out an forever scrolling vertical video feed. In Spotify’s case, that feed will seem in a newly-minted Witness tab located between the Dwelling and Search buttons, and will permit users to flip thru, admire, or skip a curated series of music movies.

The characteristic used to be first pointed out by developer Chris Messina, who eminent in a tweet that the contemporary feed is “most frequently a pared down model of a TikTok-model feed of vertical music movies.” In the identical thread, Messina speculates that the Witness scroll will likely employ the identical Canvas structure that Spotify first started imposing in 2019, which allows artists with the plot to add extremely-stylized video clips to their music at some level of the Spotify app.

As Spotify has eminent within the past, early recordsdata shows that Canvas looks to pressure engagement, with users extra at possibility of interact with songs that have the characteristic connected. And it’s additionally worth noting that now not like, screech, Instagram, which fully reeks of desperation with its obviously subpar Reels characteristic, Spotify actually has a solid foothold within the video sport honest by being a music-centric platform. The popularity of TikTok’s movies, finally, is fueled by the brief music clips they sample—who’s to inform the reverse can’t be correct for Spotify?

The Witness venture over at Spotify is aloof within the earliest phases of testing, so there’s no technique to understand if we’ll look it rolling out extra broadly on iOS and Android anytime quickly. However one part we’re going to have the option to with out a doubt depend on—as obvious as the solar rises within the east and units within the west—is the inevitably of additional platforms trying to cosplay as TikTok within the cease to future.

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