The continuous short form video format popularized by TikTok and copied by ‘everyone’ is seductive and effective to drive usage. Now Spotify is joining the group of companies that are implementing the feature.

I’ve been using YouTube on mobile more and more, and I find it to have had a fluidity in discovery where the Spotify search/text interface is more rigid

Therefore I think the feature can work well, from a discovery point-of-view. It is a content consumption format that is truly mobile first (personalized content, leanback and visual instead of text). But it is not easy to execute well, as Alex Schultz told about Facebook’s work with Reals in the 20VC interview I linked to yesterday. It will be exciting to try it out in the Spotify context.

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