Spotify has launched a new experiment in the UK. It is testing a feature that provides access to online courses from BBC Maestro, Skillshare, Thinkific, and PlayVirtuoso.

Spotify's online courses span four categories: Music creation, creative pursuits, business learning, and healthy living. Presented in video format, these courses can be accessed through Spotify's mobile and desktop apps by tapping a new icon at the top of the home screen. A unique aspect of these courses is that the video content can be made audio-only, complemented by additional resources, such as PDFs. The service is free to all users, but an additional payment is required to access the full course content.

Analyst QuickTake: Spotify is diversifying its content offering beyond music, podcasts, and audiobooks with its latest experiment, offering online courses in the UK. The move aligns with Spotify's strategy to increase user engagement and retention by providing a one-stop shop for different forms of entertainment and knowledge. By leveraging its existing user data and listening habits, Spotify can offer targeted educational content, potentially attracting and retaining users interested in self-improvement and learning. In addition, this experiment could pave the way for future subscription tiers, such as the speculated "Supremium," that offer additional features, such as access to online courses, as incentives for users to upgrade their subscriptions.