Snapchat has launched a new feature called "Now Playing" that allows users to share their real-time listening activity from Spotify to Snap Map. The feature also integrates with Spotlight videos, enabling music discovery and saving.
The integration of real-time music sharing enhances social connectivity on Snapchat, tapping into the personal expression and discovery aspects of music to deepen user engagement on Snap Map and within Spotlight videos.
Snapchat has introduced a new feature called "Now Playing" that enables users to share the music they are currently listening to in real time via Snap Map. This integration allows users to connect their Spotify accounts, making their listening activity visible to friends on the map. The feature also extends to Spotlight videos, Snapchat's short-form video content, where users can discover and save songs directly to their Spotify accounts.
Users have granular control over their privacy settings, deciding who can view their listening activity. The sharing is dynamic, remaining active for up to 24 hours after the app has been opened, and automatically pausing if the user is inactive for longer. Options to pause sharing for three hours, 24 hours, or indefinitely are also available.
This move aligns with a broader trend among social media platforms to incorporate music discovery and sharing. Competitors like TikTok and Instagram have similar features, allowing users to share songs and discover new music. Spotify itself has also enhanced its social sharing capabilities.
Manny Adler, Snapchat's head of music, stated that the feature aims to enhance self-expression and foster connections through music, adding a new dimension to Snap Map for sharing daily soundtracks and discovering new music through friends. Snap Map, which boasts over 450 million monthly users, has evolved from a location-sharing tool to a platform for discovering local activities and now, music.