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· Posted on
February 21, 2024

Spotify launched a Netflix hub so you can play the creepy Squid Game music on repeat

Spotify's the global audio and music streaming service that lets you keep tabs on what your mates are listening to.

What's the key learning?

  • Spotify has partnered with Netflix to create a 'Netflix Hub' in the Spotify app
  • Partnerships can be formed to grow each other's user base...grow revenues...or, in the name of a mutual hatred for a competitor
  • Spotify and Netflix have realised their potential to work together to serve their fan bases...and bring down a mutual, powerful competitor.

Background: Spotify are the global audio and music streaming service. Ya know the one that lets you keep tabs on what your mates are listening to.

What happened: They are now partnering with Netflix to create a 'Netflix Hub' in the Spotify app. It lets people browse official soundtracks and podcasts related to your fave Netflix shows and films.

What else: Already, there are soundtracks and tunes from Stranger Things, Outer Banks, Bridgerton and (of course) Squid Game. No money has exchanged hands, it's just a good ol' fashioned partnership.

So what's the key learning?

💡Partnerships can be formed for a whole host of reasons. Like growing each other's user base...to grow revenues...or, in the name of a mutual hatred of a competitor 👿

💡We know Spotify competes against Apple's Podcast and Apple's music app. We also know Netflix competed against Apple's growing Apple TV+ content.

💡So this partnership ain't about the money. It ain't an ad. It ain't a product. It's just two businesses realising their potential to work together to serve their fan bases...and bring down a mutual, powerful competitor.

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