Spotify teams up with Google to offer a free Google Home Mini to its “Spotify Premium for Family” plan subscribers in the US. This offer is open to both new and existing subscribers and will go live on November 1st. With Apple Music in the lead, Spotify is working closely with an obvious market leader to garner new share and retain existing customers.
With the “Spotify Premium for Family” subscription priced at $14.99 and the Google Home Mini priced at $50, this is definitely a lucrative offer for customers and is likely to have a direct impact on any fence sitters considering options.
As of now, it is not clear if there is a minimum lock in period for customers availing this offer. With a potential arbitrage opportunity, it is likely that they will have some considerations.
In an announcement on 31st October, Alex Norström, Chief Premium Business Officer said “We’re excited to be partnering with Google Home to bring the magic of voice to our Spotify Premium Family subscribers. After all, what’s more fun than sharing the music you love with the people you love. For Family Plan subscribers, enjoying those moments will only get better. Now anytime their favorite artists comes up, they can simply say ‘Hey Google, turn it up!’
Family subscriptions are known to be sticky and customers are less likely to switch once the entire family is subscribed to a product. This is a concerted effort to introduce a degree of stickiness among families in the US. They have also been conscious of not alienating existing customers by ensuring this is available to their existing customers as well.
The Google Home Mini is a nifty gadget to have in your home, if you like listening to music and this offer is likely to push you further. Music is the primary use case of smart voice devices across all categories and this is a partnership that makes a lot of sense for Google as well.
The Google Home Mini will be available for a limited time to Premium for Family plan master account holders in the U.S. at https://www.spotify.com/us/family/ starting on 11/1.