Spotify Non-Music Content Prioritization

Feature Prioritization · advanced

Spotify is seeing a slight decline in subscriber growth and a plateau in daily active listeners for non-music content (podcasts, audiobooks). Your team has three competing initiatives: 1) Enhance podcast discovery for niche genres, 2) Introduce live audio rooms similar to Spaces/Clubhouse, or 3) Integrate short-form video clips (like Reels) into music browsing. How do you prioritize these for the next 6 months, given limited resources?

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Community approaches

Abhiyash’s approach

I would prioritize the first one as impact vs effort metrics for three

Impact is high as new discovery of better context and engagement will be lead to return of user and increase daily activer listerner
impact is medium as it will lead to more segment of user coming to spotify not necaessary the podcast one
impact is low has this is not related to catgepory

I will bet on first one.

Pavlo’s approach

The goal is to get back to the steady subscriber growth and increase daily active listeners. The third initiative doesn't contribute directly to the goals, so it should be deprioritize. First initiative is much more interesting, if people can find better content for themself then they will definitely listen more. This initiative can increase daily active listeners by 20% or more, and substantially contribute to subscribers growth. Second initiative can increase social aspect of the product, which can lead to not music listeners growth even beyond 20%. So I would prioritize this one.