Free Spotify users now granted access to play any track with the introduction of the 'Pick and Play' feature
In a bid to increase user engagement and potentially boost ad revenue, Spotify has launched a new feature called 'Pick & Play' for its free users. This move marks a significant shift in the company's strategy, offering a taste of Premium control without unlimited skips and time limits.
With the introduction of 'Pick & Play', free users can now search for and play any song they want, instead of being directed to YouTube or TikTok. This change could potentially increase the time spent in the Spotify app. However, there are limitations. Free users will have a daily allowance of 'on-demand time' for using the new features, with restrictions on skips per hour when the allowance is used up.
The launch of 'Pick & Play' is part of a broader set of upgrades including Search & Play and Share & Play. These updates aim to make the free experience on Spotify feel less like a demo version and more like the full service.
Spotify's strategy is twofold. On one hand, it aims to lure people back into the free app to hear ads. On the other, it dangles the carrot of unlimited skips and no time limits if they pay for Premium. The company has over 433 million free users, representing the majority of its nearly 700 million monthly active users.
While Spotify offers a free tier, Apple Music does not beyond trial periods. However, Apple Music users have full on-demand access. Apple Music and Tidal offer hi-fi and lossless audio, features not yet available on Spotify's free tier.
YouTube Music allows free users to pick tracks, but they have to deal with interruptions and limits like background play. Deezer, on the other hand, allows more flexibility compared to YouTube Music for free users.
Spotify's ad business has been struggling, with ads currently making up around 11% of its revenue, compared to a goal of 20%. The changes are aimed at increasing user engagement to allow Spotify to show more ads, potentially boosting ad revenue.
To keep people loyal, Spotify offers playlists, algorithms, and its annual Wrapped feature. These elements provide fewer reasons for users on the free plan to quit. The company hopes that by offering a more engaging free experience, it can increase user loyalty and ultimately drive revenue growth.
The 'Pick & Play' feature for free users was launched on September 15, 2025, and is available globally. As Spotify continues to innovate and evolve, it will be interesting to see how these changes impact user behaviour and revenue streams.
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