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.