Spotify Kids: Music Streamer Wants to Lure Family-Plan Subscribers With Purpose-Built App

Spotify is trying to sell more multi-account family-plan subscriptions — by setting up a special “playground of sound” just for kids.

The new Spotify Kids app brings together a hand-picked selection of age-appropriate music, singalongs, soundtracks, and stories for kids as young as 3 years old. The app is available in a beta test period initially only in Ireland starting Oct. 30, and will come to other countries where Spotify Premium Family is available in the next few months.

It’s designed to push more consumers to Spotify’s full-fledged Family plan, priced at $14.99 per month in the U.S., which offers up to six accounts. The individual $9.99-per-month Spotify Premium service lets customers listen to music and audio programming on just one device at a time.

The initial launch of Spotify Kids in Ireland will include 80 playlists with approximately 6,000 songs. A company said as the app rolls out more widely, the pool of content will grow over time.

Parents can set up accounts with two distinct buckets of content: “Audio for Younger Kids” with singalongs, lullabies and soundtracks or “Audio for Older Kids” with popular tracks and playlists (which exclude explicit content). Spotify isn’t specifying age ranges for the different sections, leaving it up to parents’ discretion. The app is simpler to use than the regular Spotify app and features the ability to select cutesy, animated avatars for each child’s profile.

The company didn’t provide examples of specific artists or content that will be in Spotify Kids, but a rep said the “Audio for Younger Kids” section will include content licensed from partners including Disney and Nickelodeon.

According to Spotify, it spent several months conducting research with children’s content experts to develop Spotify Kids. The content included in Spotify Kids is vetted by a dedicated team at the company, which includes staffers who hail from Nickelodeon, Disney, Discovery Kids, and Universal Pictures. Another plus: There aren’t any ads in Spotify’s subscription services anyway, so it doesn’t have to deal with various restrictions on serving advertising to minors.

“Spotify Kids is a personalized world bursting with sound, shape and color, where our young listeners can begin a lifelong love of music and stories,“ said Spotify chief premium business officer Alex Norström.

The rollout of Spotify Kids comes after the company recently added several other new features to Premium Family designed specifically for families, including parental controls to filter explicit content, a “Family Mix” playlist with personalized songs for the whole family, and a family hub where primary account holders can manage all settings in one place.

The Spotify Kids app will be available for Spotify Premium Family subscribers at no additional charge for iOS or Android devices once the app launches in-market.

Playlists in Spotify Kids will span various content categories including: movies and TV shows; current hits; activities (like play time, party time, bedtime and homework); genres; seasonal; Spotify originals; and stories. There also will be select playlists for specific artists or groups.

More Digital

  • Tokyo 2020 Summer Olympic Games -

    NBC to Produce Four Daily Tokyo 2020 Olympics Shows for Snapchat (EXCLUSIVE)

    NBC is again turning to Snapchat as part of monetizing its Olympics media rights — coveting the app’s millions of millennials and Gen Z users. NBC Olympics and Snap inked a renewed pact to present coverage of the XXXII Olympic Summer Games in Tokyo, as well as the U.S. Olympic Team Trials, to Snapchat users [...]

  • Adobe Premiere Pro_Productions

    Adobe Premiere Pro to Add Project Management, Multi-User Collaboration Tools

    Adobe Premiere Pro is about to get better at working on big projects — and letting multiple users collaborate on the same video production. The vendor is adding a new set of tools called “Productions” to its Premiere Pro video editing software. Those will provide features for managing projects and sharing assets among them, along [...]

  • Amazon Italy

    Amazon Moving Into Italian Originals With Multigenre Slate (EXCLUSIVE)

    Amazon is moving into Italian originals with a multigenre slate comprising “Bang Bang Baby,” a Milan-set mob drama with a young woman at its center, a comedy series centered around popular local star Carlo Verdone, and an unscripted food travelogue titled “Dinner Club.”  The streamer’s first forays into Italian scripted content were announced Thursday at [...]

  • 100 Thieves

    Esports Organization 100 Thieves Unveils New Facility in Los Angeles

    As of Wednesday, popular esports organization 100 Thieves has an official home in Los Angeles. The group unveiled its new 15,000 square-foot facility, officially named the 100 Thieves Cash App Compound, in a media preview with some of its biggest personalities and investor Scooter Braun on hand. Also in attendance was Jack Dorsey, the CEO [...]

  • Amazon Music

    Amazon Music Tops 55 Million Users, Still Playing Catch-Up to Spotify and Apple

    Amazon is famously reluctant to release specific numbers about its users, so it’s notable that the e-retailing giant announced that it has surpassed 55 million customers worldwide for Amazon Music. The company didn’t reveal how many of those users are on its various pricing tiers, but said subscriptions to Amazon Music Unlimited grew by more [...]

  • The Crown Season 3 Oliva Colman

    Record Intl. Growth Sees Netflix Beat Q4 Earnings Forecast

    Fast growth in international markets, contrasting with only sluggish subscriber gains in North America, was a major factor behind streaming giant Netflix’s better than forecast growth in the last quarter of 2019. The company is set on keeping up that international momentum. Globally Netflix added 8.76 million new customers in the three months to December [...]

  • TikTok - LA lobby

    TikTok Opens New L.A. Office in Culver City

    TikTok, in a signal of the short-form video app’s growing clout and entertainment ambitions, announced the company’s Los Angeles operations have moved into a new 120,000-square-foot office in Culver City, Calif. TikTok’s new office space occupies five floors at the C3 campus at 5800 Bristol Parkway in Culver City. According to the company, the space [...]

More From Our Brands

Access exclusive content