Spotify
Spotify Live Stream Events is a new feature designed to provide users with a live concert experience from anywhere in the world. The goal is to democratize access to live music, allowing people to enjoy events without geographical or logistical barriers.
BRIEF & CHALLENGE
Spotify seeks to expand its platform by introducing a live-streaming concert feature, enabling users to enjoy live events from anywhere. The solution must integrate seamlessly into the existing app, offering interactive options, exclusive content, and a flexible monetization model.
Challenge: Design an experience that allows users to remotely attend and interact with concerts.
OBJECTIVES & RESEARCH
We defined three main objectives for the project—creating an immersive experience, strengthening the community, and exploring new monetization opportunities—and developed three key research tracks focused on users’ preferences, broadening the range of experiences, and analyzing potential barriers. Each track included specific objectives and hypotheses, guiding our design process in a more focused way.
BENCHMARK
We conducted extensive benchmarking by analyzing platforms featuring live-streaming functionalities, including social networks such as Twitch, Instagram, and TikTok Live; music services like Apple Music Live; specialized concert platforms such as Veeps and Driift; and even sports-focused platforms like DAZN and ESPN. This allowed us to identify key market trends and assess the maturity of the live-streaming events sector.
USER INTERVIEWS
We conducted interviews with users from 30 to 45, focusing on what makes live concerts memorable, how willing users are to pay for streaming, and how to capture the excitement of an in-person event online. Respondents stressed the importance of feeling involved, rather than just “watching a video,” highlighting exclusive content (e.g., backstage, rehearsals) as a key incentive. While many still view physical concerts as irreplaceable, they would consider paying if there’s real added value—like a single-ticket purchase option and the ability to watch on demand. Ultimately, the solution must offer a unique, immersive experience that stands apart from a standard livestream.
RESEARCH CONCLUSIONS
Our user interviews and benchmark research show that audiences crave more than just simple video streams, emphasizing exclusive content, interactive elements, and flexible payment options. However, they still prefer the unique atmosphere of in-person concerts, indicating that a successful digital offering must replicate the emotional energy of a live show while delivering enough added value to justify participation and potential costs.
ARCHITECTURE AND FLOWS
We studied, defined, and analyzed Spotify’s current architecture to determine how best to integrate Live Events and new content (concerts, extra materials, chat history, accessibility options, etc.) into the platform. This process involved mapping out where each feature would live—ensuring consistency with Spotify’s existing structure—and creating user flows for ticket purchases, so users can seamlessly navigate from discovering an event to completing their payment within the same familiar interface.
We also defined the user flow for accessing streaming concerts from multiple entry points—Home & Event Filters for quick live/future event access, a Dedicated Search for easy discovery, and the Artist Page for a streamlined ticket purchase process—leading finally to Event Playback, where users have advanced viewing options.
DESIGN DECISIONS & SOLUTION
We prioritized seamless integration with Spotify’s existing interface and brand guidelines, minimizing friction by placing Live Events in intuitive locations like Home, Search, and Artist Pages. We added clear event tags for quick recognition and ensured the ticket purchase process followed familiar Spotify patterns, streamlining the user journey. Additionally, we introduced customizable viewing options (e.g., subtitles, accessibility features) to create an inclusive and engaging concert experience.
PREVIEW, FILTER & HOME
A live preview on the Home screen teases the ongoing concert, while a dedicated filter and event blocks showcase upcoming shows, past purchases, and extras in one glance. These elements integrate streaming events into the Home feed.
TAG, SEARCH & RECOMMS
The streaming tag highlights real-time concerts, and a specialized search with a “stream” sub-filter makes it easy to find live events. Additionally, personalized recommendations based on users’ listening habits guide them toward concerts they’ll likely enjoy.
FAVORITES, PAYMENT & CONTENT
Through Favorites & Library, users can bookmark concerts for future reference. A straightforward purchase gateway enables ticket buying inside Spotify, and exclusive extras (backstage footage, interviews) enhance the experience.
LIVE CHAT & CAMERA SELECTION
A live chat window fosters conversation and shared reactions. Subtitles and accessibility features ensure an inclusive experience, while camera selection lets viewers switch angles for a more engaging broadcast.
KISSCAM TIME!
The KissCam adds a playful highlight, briefly featuring fans at home. A user photo feature allows selfies during the show, and shared reactions encourage collective excitement, creating a sense of community despite the distance.
TV & MOBILE AS REMOTE
Built-in TV compatibility enables casting for a more cinematic concert vibe, while using a mobile device as a remote provides intuitive control over volume, camera views, and chat without disrupting the main broadcast.
USER TEST & NEXT STEPS
We conducted a user test to evaluate the product in action. Based on the results, the next steps focus on refining interactions, improving accessibility, and exploring features like private chats, closer artist-fan experiences, and free concerts for emerging artists to expand the functionality and value of live streaming on Spotify.