Reports: Spotify to implement on-demand feature for free users

Spotify is reportedly testing a new on-demand mobile compatible feature called Jump In that could be available in the next few weeks.

According to The Verge and multiple sources with direct knowledge of the situation, the update will provide an upgrade for free mobile users, rolling back its current shuffle-only option in favour of an on-demand feature in certain playlists.

The current system for free mobile Spotify users has much to be desired. Playlists are determined by a shuffle algorithm that limits the amount of control that users have in choosing the songs they listen to.

The access to on-demand music on mobile is one of the main tenets of Spotify Premium membership, coupled with ad-free listening and offline playlists. Spotify hopes that Jump In will be a powerful tool in converting free users to paying subscribers.

However, as the report points out, the implementation of Jump In and any additional features will likely come at a cost for users.

If Jump In is to be implemented by Spotify, the move will be subject to record label approval. Recently, the company has been in ongoing talks and negotiations with major labels. Thus far, no agreements have been reached. If Spotify decides to go through with implementing the Jump In feature, the conversation will likely be prolonged even further, delaying the implementation of the new feature.

Spotify are being forced to increase their offering as the streaming market is becoming more populated and increasingly competitive. In September, Apple Music introduced two new personalised playlists to directly challenge Spotify’s popular Discover Weekly playlist.

With the impending introduction of Amazon’s streaming service in Australia after its launch in the US, along with the rapid rise of Apple Music, Spotify is in a heated battle to maintain its peak position in the market.