Spotify Premium for Family plan allow households to create personalized Spotify accounts for up to six family members at $14.99 per month. With the new Google Home partnership, the smart speakers' Voice Match function will now be able to identify those different users and offer them a personalized experience.
"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," said Alex Norström, Spotify chief premium business officer, in a statement. "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!'
This is Spotify's latest partnership with Google, following integration deals with Waze and -- more recently -- Google Maps. Considering the two companies' main competition in the streaming and smart speaker markets are both Apple and Amazon, the arrangement makes sense to bolster their shortcomings -- at least for the time being. Spotify is reportedly developing its own physical products and Google's YouTube is pushing its subscription streaming service.
The Google Home giveaway is also a good opportunity for the tech giant to expand its smart speaker market share by luring Spotify's subscribers to its virtual assistant with free product. Listening to music is by far the most popular smart speaker command, with roughly 90 percent of users reporting that kind of use at least once a week in NPR and Edison's Spring 2018 Smart Audio Report.
This summer, Spotify also announced a partnership with Samsung to "create a seamless music listening experience" that will make it easier for the tech company to interface with the leading streaming platform's catalog of music, podcasts and video.