Spotify's new 'Kids & Family' feature is a departure from the norm for music streaming services. Spotify and its competitors, like Apple Music, Google Play, and Tidal, have typically focused on attracting adult listeners. These companies rarely market for anyone younger than teenagers, since these are the people most interested in music. The family-friendly playlist is an attempt to get entire families onto the service.
Though the playlists on Kids & Family are listed for children as young as 0 - 3 years old, the section is really focused on attracting parents who want to use less traditional means to bond with their children. With playlists that are structured around common parental activities like bedtime, bath time, and playtime, the music is less about quiet listening and more about being the backing soundtrack to familial events.
Family-Focused Music Streaming
Spotify's 'Kids & Family' Playlists Help Kids Bond with Parents
Trend Themes
1. Family-focused Music Streaming - Disruptive innovation opportunity: Develop a music streaming platform specifically tailored to families, providing playlists and features that encourage bonding and shared experiences.
2. Parent-child Bonding - Disruptive innovation opportunity: Create interactive digital platforms or apps that facilitate parent-child bonding through music, incorporating features like interactive games or educational content.
3. Targeting Younger Audiences - Disruptive innovation opportunity: Establish music streaming services specifically designed for younger children, offering age-appropriate content and fostering a love for music from an early age.
Industry Implications
1. Music Streaming - Disruptive innovation opportunity: Introduce a family-oriented music streaming service that caters to the unique needs and preferences of parents and children, creating a new market segment.
2. Digital Parenting Tools - Disruptive innovation opportunity: Develop digital platforms or tools that assist parents in using music as a means to bond with their children, promoting interactive and educational experiences.
3. Children's Entertainment - Disruptive innovation opportunity: Innovate children's entertainment by combining music streaming services with engaging content and features, enhancing the overall entertainment experience for young audiences.