In a groundbreaking move, Spotify has announced a significant upgrade to the on-demand playback controls available on the free version of its app. This update, which became available globally on September 15, introduces a new level of user autonomy, allowing mobile ad-supported users to pick and play specific tracks from any playlist or album track list. This change represents a notable shift from Spotify's longstanding shuffle-only model for free users.
With the latest update, free tier users will still be directed into shuffle mode within an album or playlist; however, they can now select and play additional songs on demand from within that playlist. It's important to note that there is a limit on how many on-demand minutes a user has each day, and queuing remains a feature exclusive to Premium subscribers.
In addition to the pick and play feature, Spotify has introduced two more on-demand capabilities for free users: Search & Play and Share & Play. The Search & Play feature enables free users to search for individual songs and play them on demand. Meanwhile, the Share & Play feature allows tracks shared by friends or artists via social media to be played immediately on mobile devices, a functionality that was previously limited to desktop and tablet users.
Spotify aims to enhance user engagement, boost ad revenues, and improve retention rates among free users with these generous updates. By encouraging users to explore music more actively, Spotify hopes to convert ad-supported users into Premium subscribers. This update coincides with Spotify's recent Premium enhancements, including a new playlist mixing tool and the introduction of lossless audio for paid subscribers, although it does not include the rumored higher-priced “super-premium” or “Music Pro” tier.
Amid these updates, questions arise about the long-awaited 'Super Premium' service and whether any of the new tools could eventually become exclusive perks for this tier. Gustav Gyllenhammar, VP of Markets and Subscriptions at Spotify, emphasized the need for innovative products that enhance the subscription landscape but did not disclose any specific plans at this time.
In China, Tencent Music Entertainment has successfully tested a higher-priced subscription option, the Super VIP tier, which surpassed 15 million subscribers. Spotify is reportedly considering a similar approach, possibly adding a ‘Music Pro’ tier that would offer various superfan perks for an additional fee.
The enhancements come at a time when Spotify faces increased competition from platforms like YouTube and TikTok. Gyllenhammar noted that the decision to expand on-demand capabilities for free users was driven partly by feedback from Gen Z, who found the previous mobile experience lacking. “Young users felt like the old Spotify free experience on mobile was almost broken,” he stated, highlighting the need for a more responsive and satisfying user experience.
The new Search & Play feature transforms the free user experience from passive listening to active discovery. Users can now search for and instantly play any specific song they hear, whether it’s from TikTok or through social interactions. The Share & Play feature addresses frustrations faced by mobile ad-supported users who previously couldn’t immediately play shared tracks.
While the new features provide more on-demand access, Gyllenhammar confirmed that limitations on usage still exist. Specific daily on-demand minutes for free users have not been disclosed, but Spotify clarified that on-demand time is calculated based on the time a user spends listening to music initiated through Pick & Play or skipping actions. Premium users still enjoy complete control over their listening experience without restrictions.
This strategic move is a calculated risk for Spotify, as premium subscriptions account for 90% of the company's revenue. Gyllenhammar pointed out that 60% of Premium subscribers initially start from the free tier, making increased engagement among free users essential for long-term growth. Testing in various emerging markets over the past 18 months showed positive results in both free user retention and conversion rates to Premium subscriptions.
With the introduction of these features, Spotify anticipates benefits for its advertising business as well. Increased engagement and time spent on the platform by free users will lead to more focused interactions, which in turn can enhance the performance of advertising units. Spotify’s Ad-Supported Revenue reached €453 million ($514 million) in Q2 2025, marking a 5% year-over-year growth, indicating a healthy trend across both music and podcast advertising.
Today's update signifies the most significant change to Spotify's free tier in nearly six years, following previous enhancements in 2018 that allowed ad-supported users to select individual tracks in various playlists. As Spotify continues to innovate and adapt to user needs, the company is poised to maintain its position as a leading streaming platform.
