Spotify targets fitness content as next growth area
▼ Summary
– Spotify launched a new fitness content hub with workout videos and music from wellness creators and Peloton.
– The fitness hub is accessible via search on mobile, desktop, and TV apps for both free and Premium users.
– Premium users in select markets get over 1,400 ad-free Peloton classes, including strength, yoga, and running, without needing Peloton equipment.
– Creators can monetize content through Spotify’s Partner Program, but deal terms with Peloton were not disclosed.
– Spotify’s investment is driven by data showing nearly 70% of Premium subscribers work out monthly and over 150 million fitness playlists exist on the platform.
Spotify is making its next big content play, and this time it’s all about fitness. Building on its long-standing reputation as a go-to source for high-energy workout playlists, the streaming giant announced Monday that it will now host full workout sessions directly within its app.
To bring this vision to life, Spotify has partnered with established wellness creators and the fitness equipment leader Peloton. These collaborations allow users to access workouts from a new dedicated “Fitness” hub or simply by searching the term “fitness.” The content, which includes both music and video, will be available across Spotify’s mobile, desktop, and TV apps.
At launch, both free and Premium subscribers can explore dozens of playlists and instructional workouts from creators like Yoga With Kassandra, Caitlin K’eli Yoga, Sweaty Studio, Chloe Ting, Pilates Body By Raven, Abi Mills Wellness, and Sophiereidfit, among others.
For Premium users in select markets, the Peloton partnership unlocks over 1,400 ad-free, on-demand workout classes led by popular instructors. This catalog spans strength, cardio, yoga, meditation, running, and more, and critically, it requires no specialized Peloton equipment to use.
Currently, the fitness content is available in English, with some options in Spanish and German. Users can also download workouts for offline access, adding convenience for those who exercise without a reliable internet connection.
Participating creators can tap into Spotify’s existing monetization tools, such as the Spotify Partner Program, though the company has not disclosed the specific deal terms with Peloton. Looking ahead, Spotify may explore other revenue models, but executives declined to confirm whether that could include paid subscriptions or individual class purchases.
The decision to invest in fitness content is rooted in user data. Spotify reports that nearly 70% of its Premium subscribers work out monthly, and the platform hosts over 150 million fitness playlists. Demand for workout music has also surged following the launch of its AI-powered Prompted Playlist feature.
Still, adding yet another content category to what began as a music-only app risks alienating users who already find the interface cluttered. Spotify appears aware of this tension, having recently introduced the option to disable videos across the app, giving users more control over their experience.
(Source: TechCrunch)
