'We are excited to bring on-demand music to more Spotify lovers on the road': How Spotify is driving streaming growth

'We are excited to bring on-demand music to more Spotify lovers on the road': How Spotify is driving streaming growth

Among the many potential growth areas highlighted at the Spotify IPO investors event last week, the automobile was perhaps the biggest opportunity for the streaming giant to deliver on its growth potential.

Now Spotify has revealed a partnership with Cadillac in the US that will see the service integrated with new and existing models.

While music on mobile devices and in the home has enjoyed strong growth in line with the overall rise of streaming, the seamless digital music experience for the car journey has been more patchy in terms of penetration. 

The partnership between Spotify and Cadillac will enable drivers to download the streaming app through an embedded app shop in Cadillac’s infotainment system. Once users have logged into their Spotify Premium account, they can use the vehicle’s 4G LTE connection to listen to music without their phone, cables or a Bluetooth connection. 

Drivers will get to experience the familiar interface and the same personalised Spotify experience as on mobile and desktop versions. Five screen icons will appear at the top of the home screen to assist customers navigating content: Home, Recently Played, Library, Browse and Mini Player.

Cadillac has been an amazing partner to make it easier and safer for Spotify users to listen to music in the car

Jonathan Tarlton

The Spotify app is also designed to deliver recommendations specifically geared towards motoring. According to a statement: “The app understands that you’re in the car and will provide music recommendations that are perfect for road tripping, getting to work, or singing along with friends. “

Spotify and Cadillac worked together to integrate the app into the car’s infotainment system. Users can set Spotify playlists or artists as pre-set stations and switch between Spotify and other music playback options, such as FM radio. 

“Cadillac has been an amazing partner to make it easier and safer for Spotify users to listen to music in the car,” said Spotify’s senior manager of automotive business development, Jonathan Tarlton. “We love the innovation we are seeing with Cadillac’s entertainment systems and are excited to bring personalized on demand music to more Spotify lovers on the road.” 

Mike Miller, in-vehicle apps manager, Cadillac, added: "Cadillac has a long history of innovation, from the electric starter in 1912, to Super Cruise, the world's first hands-free driving system for the freeway. The Spotify in-vehicle app is another example of purposeful innovation that makes our customers' drives more enjoyable."

The Spotify app is now available on select Cadillac models including the XTS, CTS, ATS, CTS-V and ATS-V. It will roll out to new Cadillac models, including the 2019 CT6.

The app will be available for Cadillac owners in the United States.

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