The company also announced the new content category 'Spotify Originals', with its own in-house productions. The initial content will include Running Originals, six tracks specifically designed for running that dynamically adapt to the listener's running tempo, as well as Dance Move of the Day produced by Amy Poehler’s Smart Girls brand and curated radio shows presented by artists including Icona Pop, Jungle and Tyler the Creator. Spotify also announced a new partnership with Nike to serve up more dedicated services for runners.
Spotify's other new feature is the Now start page. Based on the user's previous listening habits, Spotify offers on the start page music for that time of day, such as a Monday morning pick-me-up playlist or tunes to help focus after lunch. The recommendations are based on the user's own personal collection and Spotify's algorithms. The Now experience has started rolling out to iPhone users in the US, UK, Germany and Sweden, with more markets and platforms to follow in the near future.
