Spotify is offering 15 hours of audiobooks to its Australian and UK subscribers per month.
👉 Background: Spotify has been known as the #1 music streaming platform since it launched in 2006. But in 2019, they announced that they weren't just a music streaming service anymore - they were expanding to anything audio: music, white noise, podcasts and audiobooks.
👉 What happened: Now, Spotify is offering 15 hours of audiobooks to its Australian and UK subscribers per month, as part of its current subscription service. This is all part of Spotify's plan to grow the awareness of its audiobook service.
👉 What else: While 37% of Australians began listening to an audiobook within the past 12 months, this is still very small compared to the 81% who listen to digital audio (ie podcasts and music streaming) each month.
💡The first one is always free - that's Marketing 101. Spotify is using the classic tactic of giving away something valuable to change user behaviour.
💡Remember in 2008 when Dropbox gave away free cloud storage? They got consumers used to the idea of storing files in the cloud and then... they introduced premium plans.
💡And Spotify seems to be taking the same approach - it's all about changing behaviour first, and then capitalising on that new habit later.
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