Move Over, MasterClass—Spotify Tests Video Learning in the U.K.

Photo Credit: Spotify

Spotify is testing a new video learning feature in the United Kingdom after partnering with educational tech companies including BBC Maestro, PLAYvirtuoso, Skillshare, and Thinkific.Spotify Premium users in the United Kingdom can now view video courses for purchase alongside their favorite music, podcasts, and audiobooks. The content available on Spotify covers a variety of topics in four themes—making music, getting creative, learning business, and healthy living.

“Testing video courses in the U.K. allows us to explore an exciting opportunity to better serve the news who have an active interest in learning,” says Babar Zafar, VP Product Development at Spotify. “Many of our users engage with podcasts and audiobooks on a daily basis for their learning needs, and we believe this highly engaged community will be interested in accessing and purchasing quality content from video course creators.”

“At Spotify, we’re constantly striving to create new offerings for our creators and users, and having built best-in-class personalized music and podcast offerings, we look forward to exploring the potential of video-based learning on Spotify.”

Spotify says it is exploring a potential opportunity to provide educational creators with a new audience to access their video content, with the potential to grow engagement numbers for Spotify. Spotify says around half of its Premium subscribers have engaged in education or self-help themed podcasts.Spotify Premium users in the U.K. can find this new content in the home and browse tabs. It is only available for purchase on the desktop version, though once purchased it can be accessed on the Spotify mobile app.

Spotify Content Partners for Video LearningBBC Maestro | Education content created to inspire people to explore all aspects of their creativity. Features pre-recorded lessons and detailed course notes for learning a wide range of disciplines.PLAYvirtuoso | Artist-led courses, mentoring, and structured curriculums for learning to play many musical instruments.SkillShare | Online learning community for millions of creatives to deepen their skills across many disciplines.Thinkific Labs | Leading platform for creating, marketing, selling courses, digital products, building communities, and learning experiences.