November 29, 2021
Spotify has launched a Netflix Hub designed to extend the experience of enjoying one’s favorite streaming films and shows through official soundtracks, playlists, podcasts and exclusive Spotify content. Spotify explained the evolution of the pre-existing partnership by pointing out that within two weeks of the premiere of Netflix’s “Squid Game,” Spotify listeners “created more than 22,500 unique themed playlists.” The new Hub will include “experiences” like the recent Netflix collaboration on an “enhanced album” for the revisionist Western “The Harder They Fall,” featuring producer Jay-Z in a behind-the-scenes look at the soundtrack.
In addition to producing, Jay-Z wrote two original songs for “Harder,” a Netflix original starring Idris Elba that had its streaming debut on November 3. Prior to the Hub’s launch, Spotify says its Netflix partnership also included a “destination” for “La Casa de Papel” (“Money Heist”), now “refreshed,” including discovery music, mood music and a character-matching game.
Other content the Netflix Hub offers on launch are official playlists for series including “Bridgerton,” “Money Heist” and “On My Block,” along with various soundtracks to movies and shows as well as podcasts to popular series such as “Shadow and Bone” and “The Crown.”
Hub collaborations are not new to Spotify, which recently worked with Peloton on a workout destination featuring Peloton instructor playlists, and with Giphy on playlists that helped listeners discover new music through GIFs.
TechCrunch reports that the deal for a Netflix Hub on Spotify was not transactional, writing “it’s not an ad product, nor did any money exchange hands here. Instead, both companies see the potential in working together to serve their respective fan bases, where there’s naturally a lot of overlap.”
Collaborating with Spotify on exclusive content is likely a good move for both Spotify and Netflix in that the “other large music and podcast provider on the market, Apple (via Apple Music and Apple Podcasts), is also now a Netflix competitor through its Apple TV+ streaming service,” TechCrunch writes.
Spotify says it will roll out more exclusive content to the Netflix Hub in time. The company is making the Hub available to both free and premium users in the U.S., Australia, Canada, India, Ireland, New Zealand and the UK.