After trying to seduce couples, Spotify, the Swedish king of streaming, is interested in children. The company has just launched a new application, Spotify Kids, a service “specially designed for children aged 3 and over” .
The idea behind this new service is to offer parents a simple and customizable application that they can put in the hands of their children. To reassure parents, Spotify explains that “all content is selected by our publishers, who ensure that the content available is suitable for children“ . No chance therefore that your toddler (s) will come across a daring title. The Swedish also ensures that “the application dedicated to children has been developed with safety and confidentiality as a priority” , so as not to worry parents concerned about the privacy of their heirs.
Reserved for Spotify Family subscriptions
With 160 playlists, “including more than 100 in French“ , the application is available for all families who have subscribed to a Spotify Family subscription (6 accounts at € 14.99 / month). Each child will take a place on the subscription and will be able to consult on a simplified interface the lists Music of films, Bath time, or even playlists of artists (probably redacted from titles too explicit) like Angèle or Maître Gims.
“At a time when all the children are confined, Spotify Kids offers a solution to make life easier for parents,” argues Cyril di Palma, general delegate of Génération Numérique. Because yes, the announcement of Spotify Kids comes in the middle of a period of forced confinement, “a particularly difficult context“ , recognizes the press release of the company. Complicated for parents, no doubt, but also for Spotify.
Countering the decline in wiretapping?
Indeed, as the site Les Jours explains , music streaming is somewhat deserted at the moment. With days spent caring for children, teleworking when possible, but also using the media and social media to keep up to date, there is not much room for music during this special time.
Result, during the week of March 16, services like Spotify, Deezer and Apple Music lost between 10 and 15% of listening volume. Figures that hold true in China and Italy. The number of listenings represents a significant part in the calculation of the royalties to be paid to the artists, this fall does not make that happy. For free accounts, less listening means less advertising, and therefore less revenue for the company. Paradoxically, still according to Les Jours , paid subscriptions to these services would have increased by 5 to 15%.
By releasing its application “still in beta at the time of its launch” , Spotify can therefore hope to correct the situation and retain an audience from an early age. A strategy already used by YouTube , Facebook and even Amazon .