A Spotify Technology SA is renaming its live chat product and integrating the content into its flagship streaming to make the service more accessible to users, according to people familiar with the company’s plans.
The company will rename its live audio social app, GreenroomWhat Spotify Live. This app will be used as a place where content creators can organize conversations, which subscribers can listen to in the main app of Spotify. The changes are expected to come in the second quarter of this year, according to the people, who asked not to be identified because the matter is private.
Evidence of the change was also found in a beta version of Spotify’s iPhone app by the developer. Steve Moserwho shared it with Bloomberg News.
The Stockholm-based music streaming giant acquired Betty Labs, maker of the social audio app Locker Room, last year and renamed it Greenroom shortly thereafter. At the time, tech companies were hyper-focused on live audio because the social audio platform Clubhouse had shown great growth and success, attracting big names to join their conversations.
The Clubhouse reached over 10 million users within a year of its launch, and other social media companies built or acquired similar products in response. Twitter Inc. launched Twitter Spaces; Meta Platforms Inc. introduced Live Audio Rooms on Facebook; and even LinkedIn announced a similar feature, as did Reddit and Discord.
Spotify’s Greenroom has struggled to take off, however, and the hype surrounding the audio has waned despite the company signing several content deals. Live conversations often revolve around music, sports and culture, but the idea is that anyone can start a live conversation and bring the audience on stage to chat.
Most recently, Spotify partnered with Complex Networks to exclusively host all of their live audio efforts. It also signed a contract with the sports podcast “The Fantasy Footballers” to host weekly conversations. Bringing this functionality into the app can help Spotify gain a stronger foothold in live audio and make it easier for users who already come to Spotify to listen to music and podcasts to find the content.
Text translated and taken from the portal AdAge.
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