Spotify's 'What's New' Feed: Keeping You Hooked

Spotify Introduces a New “What’s New” Feed for Mobile Users

Mirroring strategies employed by social media platforms like Facebook, Spotify is now implementing a continuous stream of updates via a “bell” icon within its mobile application. This aims to enhance user engagement with the latest content available.

Personalized Updates on New Releases

The newly introduced “What’s New” feed will function as a dedicated space for Spotify users to stay informed about fresh music and podcast episodes released by the artists and shows they follow. This feed is dynamically tailored to individual listening habits, rather than being a generalized or heavily customized experience.

Locating the New Feature

Users can access this feed through a new “bell” icon positioned at the top of the home tab. It resides alongside the icons for recently played content and settings, located in the upper right corner of the screen.

Real-Time Updates and Accessibility

Spotify confirms that the feed will update in real-time. A blue dot will appear, signaling the arrival of new songs and episodes since the user’s last app session. Previously, information regarding new releases was dispersed throughout the app, including the home tab and dedicated hubs within the search page.

The Psychology of Notifications

While offering a centralized location for new content discovery, the implementation of notification dots also represents a psychological tactic designed to increase app usage. These dots create a sense of immediacy, prompting users to check for updates or simply dismiss the visual cue.

A Shift Away From Humane Technology

This addition to the Spotify app is a deliberate move, representing a departure from the “humane technology” movement. This movement advocates for reducing manipulative design elements and prioritizing user well-being over maximizing engagement.

Industry Trends: Balancing Engagement and User Control

Many companies are currently prioritizing features that empower users to manage their app usage.

• Apple has introduced tools allowing users to control notification schedules, including daily summaries and “focus” modes in iOS 15.
• TikTok displays reminders when users have spent extended periods watching videos.
• Instagram informs users when they have reached the end of their feed.

Spotify’s Contrasting Approach

In contrast, Spotify is actively increasing user engagement with its new feature, potentially at the expense of user comfort and a relaxed listening experience. The company appears to prioritize time spent within the app.

Global Rollout

The “What’s New” feed is being deployed to all Spotify users worldwide on both iOS and Android platforms over the coming weeks. It will be available incrementally.