Creating a More Personal Social Experience on Spotify
From studying to partying to relaxing, Spotify is used by college students everyday for all music enjoyment and discovery. In addition to streaming, its social features allow friends to create playlists together and see a live feed of what their friends are listening to. However, Spotify also used to include a social feature of direct messaging music.
On February 23rd 2017, Spotify announced the permanent removal of this direct messaging feature on their community board, saying its removal was due to “extensive data analysis [which] has shown that this feature has very low engagement”.