Spotify Debuts Live Streaming In-App, Rebrands Greenroom

Spotify is integrating live audio capabilities from its Spotify Greenroom app into the flagship Spotify service and rebranding the feature as “Spotify Live.” The company says the change “reflects our belief in the future of live-audio creators and live experiences being provided to all 406 million Spotify listeners around the globe.” Spotify Live will continue to live as a standalone app, as well as providing live-stream functionality within Spotify for music and podcasts. Beginning this week, Spotify will enable in-app live streaming for its original programming while independent creators can stream live using the separate app.

While the standalone app will continue to support interactive features, like “allowing creators to interact with their audience in real time,” such as asking questions, the integrated Spotify Live will not, according to TechCrunch, which says the main app “offers the ability for creators to reach a broader audience of Spotify’s 406 million global listeners.”

Spotify got into the live streaming business in March 2021 with the $62 million acquisition of startup Betty Labs, and with it Locker Room, the app rebranded as Greenroom three months later. “By the fall, the company was rolling out live weekly shows to Greenroom that capitalized on Spotify’s existing playlists and popular programming, in the hopes of driving consumer adoption of its live audio service,” writes TechCrunch, which says “Greenroom failed to gain traction.”

Sensor Tower indicates Greenroom has 295,000 iOS installs globally, reports TechCrunch, noting that “on Android, the app is still in Early Access, but the Play Store notes it’s topped 500,000 installs.”

Spotify is hoping the new name will enable better discoverability, particularly in Apple’s App Store, “where an app’s title matters when it comes to search result rankings,” according to TechCrunch.

To launch the new live-audio offering, Spotify will be highlighting top audio creators with what it calls “exclusive, first-of-its-kind programming” to complement that which has been introduced, the company said in an announcement that lists featured shows.

“Listeners will be able to tune in to live programming on Spotify via the creator’s podcast or artist page, and if they want to participate in the chat or join the host onstage, they can head to the Spotify Live app to do so,” the company says.

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