Snapchat has launched a new feature which allows users to share the music they are listening to in real time, deepening its push into social discovery and positioning music as another layer of interaction on the platform.
The feature, called Now Playing, lets Snapchat users connect their Spotify accounts to Snap Map, enabling friends to see the songs they are currently streaming. The update also allows users to discover music through their social circles and save tracks directly to Spotify from within Snapchat.
The rollout marks an expansion of Snap Map, one of Snapchat’s most widely used features, which the company said attracts more than 450 million monthly users. By integrating live listening activity, Snapchat is betting that music can become a new form of social expression, similar to location sharing and Stories.
According to Snap, users who link their Spotify accounts can decide exactly who sees their listening activity. Privacy options include sharing with all Snapchat friends, only friends already visible on Snap Map, selected friends, or no one at all.
The announcement builds on a long-standing partnership between Snap and Spotify. In 2019, the two companies introduced the ability for users to share songs, playlists, and podcasts directly to Snapchat Stories. The latest integration moves beyond static sharing by making music visible as it is being played.
The feature also reflects a broader industry trend toward making music streaming more social. Earlier this year, Spotify introduced Listening Activity and Request to Jam, allowing users to view friends’ live listening activity and join collaborative listening sessions through Spotify Messages.
For Snapchat, the addition of real-time music sharing strengthens engagement on Snap Map while giving creators and artists another avenue for music discovery. For Spotify, the integration extends the reach of its catalogue into one of the world’s largest social platforms, potentially increasing song discovery through users’ existing friend networks.
The Now Playing feature is rolling out globally wherever both Snapchat and Spotify are available, with Canada expected to receive the update shortly.
The company said the feature does not display listening history or previously played songs, only what a user is currently listening to.
Beyond simply displaying songs, the integration is designed to encourage music discovery. Friends can tap on a shared track to view Spotlight videos featuring the same audio, open the song in Spotify, or save it directly to their Spotify ‘Liked Songs’ playlist.
Songs discovered through Spotlight videos and Snapchat’s Sound Pages can also be added to Spotify with a single tap.
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