Spotify Syncro

Spotify identified the following challenges with its Premium subscription offering:

52% of users do not believe that the Spotify Premium subscription is worth the price.
73% of users think Spotify is no different from its competitors, despite a higher premium cost.
Unauthorized modifications of songs (sped-up, slowed-down, reverb versions) are shared on platforms like TikTok and Instagram, leading to copyright issues.
Users feel a lack of ownership over music they pay for, with limited ability to personalize or customize tracks.

Customization Features: Introduced pitch and speed changers within the app to allow users to modify songs to their liking.
Creative Mode: Allows users to save customized versions of songs in separate playlists, providing a sense of ownership and creativity.
Altered Mode: Offers pre-customized songs based on global trends and user preferences.
Trending Section: Users can discover and engage with viral customized songs, boosting user engagement.

Increased Engagement: The new customization features led to higher user retention and engagement, particularly among the 18-34 age group.
Differentiation: Spotify now stands out from competitors like Apple Music and YouTube Music due to unique music customization features.
Revenue Impact: Projected increase of $200 million in subscription revenue in the first year, with an Average Revenue Per User (ARPU) increase by $1.50.
Copyright Compliance: Customization within the app reduces unauthorized modifications, mitigating legal risks.
Senior Staff Pitch: This solution and its potential impact were successfully pitched to senior staff at Spotify, gaining support for the initiative and aligning product development with strategic business goals.