• Jim Lo

Is Spotify tapping into Virtual Events?

We’ve covered Twitch’s domination over online streaming platforms, whether it's gaming or music, they’ve been on an upward trend ever since quarantine started. In early August, Amazon rolled out a new policy that included Twitch subscription in Amazon Prime membership, expanding the benefits of owning a Twitch ID to all Prime members. This latest update rebranded the service as Prime Gaming, a new feature that includes all 150 million Prime members worldwide a chance to participate in the streaming platform. 


Just a few days ago, the tech giant announced its mobile music app would now feature Twitch artists’ live streaming sessions. With over 55 million Amazon listeners worldwide, this proves to be another huge step towards conquering the streaming service platform since its acquisition of Twitch in 2014. 


Around 1000 artists have connected their Twitch profile to Amazon Music, as I’m sure more would soon follow suit in the coming weeks. Meanwhile, a reverse engineer’s recent discovery on Spotify, a music streaming service with 248 million monthly users worldwide, spurred speculation about the company’s interest in virtual events. 



Spotify became a major music streaming platform due to its discovery algorithm and user behavior preferences data, a great marketing power that attracts overall traffic to build up a loyal listener fanbase. In 2016, Spotify partnered with Songkick (a concert discovery service) to deliver in-app customization that allows artists to list upcoming concerts and events on their personal pages.  


Of all the ticketing vendors that Spotify works with - Ticketmaster, Songkick, Resident Advisor, Eventbrite, AXS, and explus, they have all embraced the transition from live concerts to virtual events. In other words, it wouldn’t be hard for Spotify to make a few tweaks and start listing tickets for upcoming virtual events on their sites as well.  


It’s clear that virtual events have become a staple for artists who wish to gain profit during the pandemic, and I wouldn’t be surprised if Spotify does plan on tapping into this sub-industry as well. However, they have yet to release any public statements regarding this issue. We’ll continue paying close attention to any upcoming news and trends of the music industry, and hopefully to either confirm or retract our current findings in the future with more backing. 









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