It seems Spotify is conducting another experiment – this time making lyrics available only to Premium subscribers. In recent days, some Spotify users noticed the lyrics displayed under songs had vanished, replaced by a message encouraging upgrading to Premium for full access. Naturally, plenty of free listeners were less than thrilled by this development.
A Spotify representative confirmed they are engaged in testing, as is routine, but provided little other information. They would not name the specific markets involved or outline the test parameters. It stands to reason, Spotify continues prospecting for perks exclusively for paying customers. After heavy investments in podcasts and audiobooks failed to grow subscribers much, compelling benefits unique to Premium look to be the new tack.
This strategy makes sense as subscription costs climb across all streaming platforms. Spotify needs a unique value to justify the money, especially when free is an option. Their most successful original premium feature so far has been DJ, the personalized radio tool powered by artificial intelligence. The AI DJ personality smoothly segues between selections, crafting a radio-like vibe quite unlike the free listening experience. If hi-res audio streaming ever materializes as promised, it could motivate upgrades, too.
Spotify also experiments on bringing more video content into the mix and better-connecting artists with audiences, aiming to dominate “audio TikTok” space. Looking ahead, don’t be surprised if all their bright ideas launch restricted to paying members first in their quest to monetize this competitive market. Attracting and retaining subscribers demands creativity, as this lyric lockout test suggests Spotify knows.
