Spotify has
partnered with Samsung in an effort to encourage and incentivize new
subscribers. Samsung's newest television products will now have Spotify
streaming built into the television as an added perk. However, the consumer can
only access the Spotify streaming by being a subscriber. Simply being a free
user will not allow you to listen to the content, “the deal will give Samsung a
new way to promote its televisions; Spotify, meanwhile, hopes the arrangement
offers a new incentive for consumers to pay for its subscription service rather
than use its advertising-backed, free-of-charge offering” (Grundberg). By
partnering with a brand, especially of such high technological caliber as
Samsung, will hopefully boost subscription revenue and increase Spotify’s
global image. A popular brand in the international market as well, Samsung users
that are not already familiar with Spotify will be able to discover the service
in a new way (if Spotify is registered in that country).
This is not
Spotify’s only recent partnership, where Spotify just linked up with video
streaming giant Netflix in an effort to increase subscriptions for both
companies alike. Spotify will allow those individuals who are already
subscribers to have free access to Netflix until the years end. In doing so,
Spotify hopes that the partnership will raise awareness to the power of
streaming content and also incentivize consumers who were on the fence about
paying for either service. More importantly, it is Netflix trying to raise
awareness in international markets that Spotify is already prominent in like like
Norway, Sweden and Finland Hopefully, with this partnership Netflix and Spotify
will bring in new, paying users.
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