0

REVAMPING

SPOTIFY

LAKSHITA SAINI
 TABLE OF

CONTENTS

01
overview
Music Industr
Spotify
Competitor Analysis
0
02
research
User Persona
Empathy Mapping

03
Problem
Difficulty in Song Discover
Ads Interruptio 04 Prioritisation
Unexposed Talent - New Artist conclusion
statements &
solutions Increasing Interaction
 01

MUSIC INDUSTRY
0

10.8%
is the projected growth rate of 'Global Music Streaming
Subscription Service' by the end of 2028. The market
was valued at US$ 18,323.5 Million in 2020.
 0
PRODUCT TYPES

Audio streaming segment

Video streaming segment

A survey by CyberMedia Research revealed that 55% of people in India are spending 30% of their time
listening to music
Audio streaming is projected to dominate the market
The major driving factors for audio streaming category is the growing number of audio music streaming
service users, combined with the high subscription prices associated with major audio music streaming apps
like Apple, Spotify, and Amazon Music.
Due to the coronavirus epidemic, streaming services reported a 40% rise in listeners in the first half of 2020.
Over the course of that year, music streaming services accounted for 85.1% of the Indian music market.

Source : Growth Market Reports

 01

SPOTIFY

Spotify added 61 million monthly active users across the world in 2021, out of which 25 million users were
paid subscribers and the rest were ad-supported users

Monthly active users on the platform grew by 18 per cent (on-year) to reach 406 million

Spotify, which completed three years of launch in India in the month of February 2022, was streamed in over
7,500 cities and towns in 2021, including Nagpur, Jodhpur, Imphal and Ernakulam, among others

Since the day of launch, the number of Indian artists on Spotify have increased by 13 times, while podcasts
created on Anchor grew 130 times from the start0of 2020 till the end of last year.

Source : Business Standard

 01

COMPETITOR ANALYSIS
0

10%

GOOGLE PLAY MUSIC

OVER 10,000

24%
6%

OTHERS
Indian Artists have claimed ‘Spotify for Artists’
JIO SAAVN
0 profile since its launch in the country.

OVER 4,000

15%
Local Artists have attended the Spotify
SPOTIFY Masterclasses which help them with insights
and tools to make the most of their music and
profile on platform.

30%

GAANA The number of podcasts created on Anchor, its

DIY podcast publishing platform, in India has
15%

WYNK MUSIC increated 80X in a span of one year.

Source : Kantar and Vtion Study, Feb 2020

Features Spotify Gaana Jio Saavn Wynk Music

Subcribers count 350 million 185 million 100 million 72 million

Mini - ₹7 for 1 day or ₹25 for 1 week (1 Account)

1 month - ₹99

Individual - ₹119/month (1 Account)

1 month - ₹99
1 Month - ₹99

Plans 6 months - ₹249

Duo - ₹149/month (2 Accounts)

12 months - ₹399 12 months - ₹399
12 months - ₹299
Family - ₹179/month (6 Accounts)

Listen to all tracks with ads after every sixth song,

Free Features Listen to tracks with ads, Lyrics Listen to tracks with ads, Lyrics Listen to tracks with ads, Lyrics, data saver mode
Lyrics in songs except a few

Unlimited ad-free tracks, unlimited skips, full-

range of curated playlists, Download songs offline,
Paid Features
HD Audio, group sessions, Block explicit music
(Family plan)
Unlimited ad-free tracks, Download songs offline,
Unlimited ad-free tracks, Download songs offline, Unlimited ad-free tracks, Download songs offline,
HD Audio, Live concerts access, one subscription
HD Audio, JioTunes HD Audio
across 5 devices

Music Collection 82 Million 45 million 80 Million 15 Million

320 kbps (mp3, Premium); 96 kbps (Free, mobile);

Maximum Streaming bitrate 256 kbps (AAC) 320 kbps (NA,Premium); 160 kbps (Free) 320/256 Kbps
160 kbps (Free, PC)

Languages 1 - English 21 15 14

Podcast Support

Android/iOS/Desktop app
 02

USER PERSONA

ABOUT 0 GOALS
Loves dancing and listening to music Easy discovery of songs
Daily user of spotify Get to know the music tatse of his friends so
Shares songs and his playlist on that he can help them find similar songs.
Instagram
He uses Spotify while working out,
commuting and music keeps playing in
the background whenever he’s doing
other work.

MOTIVATION PAIN POINTS

Appreciation - Loves sharing his music
OLIVE, 21
choices as he receives appreciation for
his music taste
Student Discover new artists - Contribute to the
music community by helping the new
artists receive engagement by
discovering them and then sharing
their music.
Not being able to find the song he was
lsitening to last night as he forgot the name
but remembers the music and a few lyrics
here and there
As he is a freemium user, he feels constantly
bothered by the ads
Lots of time getting wasted in searching a
song, because many songs have the same
name.
 0

ABOUT
Young artist, loves to create new music
and share it
Music is his source of income as well
Loves DJing and creating song remixes.
GOALS
To popularise his creations
Sell his concerts tickets and merchanidse
to his audience on spotify
Connect with his audience on a deeper
level to understand their choices.

MOTIVATION PAIN POINTS

JENNIFER, 25
Getting appreciation from listeners in
form of likes, shares and increment in
Getting lost in the pool of artists as only
the famous artists make it to the
Artist number of streamings
Hitting the top charts on Spotify
highlights
Not being able to generate enough revenue
Able to get an additional earning stream through Spotify
from music industry. Not being able to connect with their
audience personally on Spotify.
 02

EMPATHY MAPPING

Ask music lovers

Which song did you like Make new playlists for around him for new
the most? his friends song recommendations

Ask music lovers

Shares his favourite around him for new
songs on social media song recommendations

0
People around him in
coffee shop, bus, SAY & DO His phone to arrange
college playlist, find artists

The sound of the bus, HEAR SEE The city view out of his
wind, dogs, bells bus window

OLIVE
His playlists, podcasts
and new music on THINK & FEEL Videos of the new and
Spotify latest hits

To be popular among Feels the need to share Fustrated when can’t

his friends for his his favourites everyday find a song he
music taste. on his social media remembers distantly
 Writes lyrics for her Promote herself on
social media to gain Learn new instruments
next song new listeners to enhance the music in
her songs

Search for music to Playing with tunes for

create remix her new songs

0
Neighbours around her Videos of her fellow
music studio SAY & DO
artists to learn

The sound of her

instruments - guitar, HEAR SEE YouTube, to learn new
keyboard, etc. instruments

JENNIFER
Her songs, her favourite THINK & FEEL The metrics of her
musicians songs

She will get lost among Will people listen to her

the mainstream artists songs, buy tickets to
her concert?

Appreciated when
receives likes & people
share her music
 03

PROBLEM STATEMENTS & SOLUTIONS 0

Users tend to leave the platform after a certain period of usage. This could be possible because of
multiple factors throughout their journey as a user.

Are users finding Spotify boring or just like every other audio streaming app, despite its number of
attractive features?

THE QUESTION THAT FOLLOWS IS: HOW CAN USER RETENTION BE INCREASED?

LET’S MAKE SPOTIFY MORE FUN!

 PROBLEM STATEMENT 1
0

DIFFICULTY IN SONG DISCOVERY

A. Users face difficulty in finding songs, it maybe too old, not a mainstream song or there might be
multiple songs under the same name.

B. Sometimes the song tune is just stuck in their head and they are unable to figure out which one is it.

C. The other times, they maybe looking for a similar song, whether it’s their special song or the ‘Reels’
Hits.

D. User are often looking for new song recommendations in their circle of influence, but for this they
have to separately reach out to them. Also, no one has the time to go through the long playlist and find
that one song they might like.
SOLUTION 1A
Your search made easy with the Songs filter! 0

1:20

Hello Cancel

0
Top Songs Albums Artists
This filter icon will
open up the bottom
Hello
Song Lionel Richie window displaying
the filteration
Users can filter the search results for the song Hello
Song Adele
criteria.
they are looking for using the song filters feature.

hello!
Song ROLE MODEL

Hello?
They can filter it on the basis of Song Clairo, Rejjjie Snow

Artist nam
Album nam
Year of releas Filter by

Genre Artist Search

Album Adele
Lionel Richie
Year
ROLE MODEL
Genre Clairo
SOLUTION 1B
Just hum the song right, we will find it for you! 1:20

When a user find a song stuck in their head, this tool comes
handy. This search tool allows the user to sing the song which
they don’t remember exactly but might know some tunes and a
few lyrics here and there.

Even if you sing the crooked version of the song you’re looking
for and we’ll find it for you. Just listening to your melody
and finding it for you...

Search

The search bar, will display the mic beside the song code
scanner which will open up the window on the right.

Click to stop
the recording
SOLUTION 1C
Do wish you could listen something similar ‘Chaand Baaliyan’? Don’t worry, we’ve got you covered!

This feature will enable the user to

0
search for the similar songs they are
currently listening to.

After the lyrics section of the song

this section of similar songs will
Because you liked Chaand Baaliyan...
be displayed in a form of carousel.
Aankhon Se Batana
Dikshant
The user can directly like the song,
Play Next Add to Queue
add it to queue or play it next from
the carousel.
SOLUTION 1D

Are you also posting Instagram stories asking for a song recommendation? Let’s Spotify this time.

W ith the aid of this tool, the user can run a poll to get suggestions for new songs from their fellow potify S

users. The user won t have to deal with the trouble of running a poll on another social media platform and
'

then looking up those songs on potify because all the recommendations will be immediately added to
S

the playlist made in response to this poll.

1:20 1:20

This answer box has a search function, so once you

What song should I listen to type the name of your suggested song, results are
next? displayed in a drop-down list, and the user can select
the song they want to recommend.
Choose a song Next
The user who created the poll as well as the users
Responses Create new playlist who contributed can create a playlist out of these Poll 101
Hello recommendations. The creator of this poll can also
Song Lionel Richie
Suggested by @maya
give a public access which will allow all the users to Spotify
create a playlist out of these recommendations. 6h 48m

Front Left
Song Elvis Presley
Suggested by @hannah Name of the contributor will be displayed in the poll Easy
Troye Sivan
answers. chance with you
mehro

The user will have the option to remove the song Nirvana
ELLIANA
they didn’t like out of the recommendations.

Playlist will be displayed like the one on the right Easy Troye Sivan
BEATSPILL+

hand side.
 PROBLEM STATEMENT 2

UGH...THE ADS!

One of the major reasons of increased churn rate. This is majorly because these ads are not attractive
enough for the users and either they have to wait for 30 seconds or even more, or else have to switch to
premium. But the reality is most of the users prefer to switch to spotify competitors. There are only 162–
166 million paid subscribers out of 366–373 million
0 monthly active users. So it is very important to keep in

mind the taste of non premium users, and make them stay.
SOLUTION 2
Are we talking Spotify Premium without paying? You heard it right!

This feature will surprise the freemium user with premium. All they’ll have to do is complete some tasks that
appear on their screen under ‘Spotify Rewards’ banner and for completing each task they’ll earn some points
and they can redeem these points to buy spotify premium, spotify merchandise and even the merchandise sold
by the artists.

1:20 1:20 1:20

Spotify Rewards
Hey Alex! Spotify Rewards

Your Spotify Premium is here! 1073 Points

1073

Points
Earn your free minutes daily with Album
Redeem
100 Points = 10 minutes of free music Redeem
Redeem this offer
Spotify Rewards.
Listen to your daily mixes and earn 10 reward points!

Liked Songs This is Katy

Perry
Earn more
Indie India Just for you!

Daily Mix 1
Obsessed
Indie India

Editor’s picks 19 points 6 points 17 points

Your first podcast will get you 20 free minutes of

Premium! Current Offers Offers like spotify
News & Comedy merchandise, premium
Politics Album Album
Spotify Tees

5999 points
Redeem
subscription can be
Ed Sheeran, Big Sean,

Juice WRLD, Post Malone

Mitski, Tame Impala,

Glass Animals, Charli XCX

Ed Sheeran, Katy Perry,
Pitbull and more Easy Troye Sivan redeemed from this
section.
BEATSPILL+
From Me to You - Mono / Remastered The B
Customised Key Chain

Easy Troye1999
Sivanpoints Redeem
BEATSPILL+ BEATSPILL+
asdsadsadadasadsadsadasdsadasdsadasdsadsadasdadadadasdasdasdsa
 PROBLEM STATEMENT 3

THE STRUGGLE OF NEW ARTISTS

The discover weekly and daily mixes are not enough for the new artists to come into the limelight. Spotify
is still dominated by the mainstream artists and the new artists are earning just as much as they could
make a bare minimum living from Spotify. They are finding it difficult to connect with their audience on
personal level and feeling lost about how to get the
0
popularity.

What can be done to give these artists a new face so that they doesn’t get lost in the musical ocean?

Going beyond the boundaries of music...Spotify for Creators.

 Creator
The different views of Spotify for Listeners and Spotify for Creators
Listener
0

1:20
1:20

Maya
Maya
Your Profile
Edit Profile

23 58 43
PLAYLISTS FOLLOWERS FOLLOWING
23 58 43
PLAYLISTS FOLLOWERS FOLLOWING

Library
Your Library

Spotify Fam
Let’s Jam

Sell It Right
Spotify Store

Remix Jukebox
Easy Troye Sivan
BEATSPILL+

Easy Troye Sivan

BEATSPILL+

Creator User
 SOLUTION 3A
The musical days with your Spotify Fam!

The Jam feature wil enable the artist to hold live jamming sessions, engage with their audience, meet
fellow new age artists, collaborate, get ideas for next songs and much more.

1:20 1:20

Your Fam Lets’s Jam

Top Hits
Host Live

THE SUNSET SONG The top trending

Your Top Jams
Hosted By
maya and nancy
Jams will be
0
Highlights your top THE SUNSET SONG displayed at the top
hit jams Hosted By
maya and nancy
Recently Played User can access their
23 July 2021 100K 65789 509
The Sunset Song Jams history
maya, nancy 23 July 2021
Record jams to let your Your Jams
audience access it later Sunday Mornings
maya 4 April 2021
The Sunset Song
maya, nancy 23 July 2021
CityLights
Sunday Mornings nancy 18 June 2020
maya 4 April 2021
CityLights
nancy 18 June 2020

Easy Troye Sivan Easy Troye Sivan

BEATSPILL+ BEATSPILL+

Creator User
SOLUTION 3B
The Spotify Commerce

This platform will give artists an opportunity to increase their revenues through Spotify and popularise
their songs. This will offer artists to sell their concert tickets and merchandise directly through Spotify
rather than on other portals. ALL AT ONE PLACE.

1:20

Spotify Store

Upcoming Concerts

LIVE GOOD
MUSIC
Upcoming concert banner DJ MOON X MARTIN GARRIX

allows the users to access the Goa, India

details and buy the tickets

Merchandise

Spotify Tees
Redeem
5999 points

The users will be able to redeem Customised Key Chain

their points for buying the 1999 points Redeem

merchandise

Easy Troye Sivan

BEATSPILL+
SOLUTION 3C
Remixing Jukebox

The Remixing Jukebox will allow the artits to create remix of their own music and hits by other artists, all
they will have to do is buy the rights to access it.

1:20

Remix JukeBox

Buy rights to use other The creator can record on the

SHOP REC
artists’ music for remixing spot as well

ADD 20% POP This tab allows the creator to all

songs in their libary (songs their
Equilizer Easy
already have purchased rights
Troye Sivan

for, their own compositions and

previous recordings), set volume
Fade in and fade out 0:00 FADE
1:00 IN FADE OUT5:20
3:49

of chosen music and set the

genre.
ADD 50% ROCK

chance
mehro

Split the audio to be used in the remix

0:00 FADE
1:00 IN FADE OUT5:20
3:49

Easy + chance DJ Maya

BEATSPILL+
 MAKING SPOTIFY MORE FUN - BONUS IDEAS!

INCREASING INTERACTION - Being an audio app there is very minimum interaction while using it. Spotify
has tried out great features like ‘Your Yearly Replay’ and lyrics to make user interact with the app but there
is a need for more. 0

The Spotify BTS

1:20 1:20

The BTS

To create a fun element

T his page displays the video of behind the
the basic info about scenes of the song can
the somg like Thank U, Next displayed here using
release date, Ariana Grande
YouTube integration.
2018
songwriters, etc. Grande originally wrote the song while engaged to Davidson,
during a tumultuous point in their relationship. Several
versions of the song were recorded due to the uncertainty of
Released Recorded her relationship with Davidson at the time.

November 3, 2018 October 4, 2018 The first time Gabi DeMartino said her line, she said, "Ariana
says 'honest to God knock me out,' so I decided to knock A little summary of the
myself out." Then, the BTS video shows Grande instructing
DeMartino to change the wording to, "I decided to punch video for the readers/
myself in the face. It was awesome." In a separate scene,
Grande coaches comedian Colleen Ballinger to say her line
YouTube integration about getting pregnant to mimic Ariana — all because of a
rumor on Twitter.
to allow the user to
Fact
watch the video of
Billboard listed "Thank U, Next" as one of the "100 Songs that Fun fact about the
the song Songwriters Defined the Decade", saying the song "may go down in
Ariana Grande | Victoria Monét | Tayla Parx | Tommy
history as the most gracious breakup song ever written". song while recording it
Brown | Michael Foster | Charles Anderson
or maybe something
Easy Troye Sivan
BEATSPILL+
Easy Troye Sivan
BEATSPILL+
special about its lyrics!
 02

PRIORITISATION
Must have Should have

1B - Hum the song 3A - Jams 3B - Spotify Commerce

1D - Song 2 - Spotify Rewards 1C - Similar Song

Recommendation Poll

3C - Remixing Jukebox

Bonus Solution - BTS

1A - Song Filters

Will not have Could have

Thank You!