Spotify announced today (October 31st) that November 1 begins to release a free Google Home Mini to subscribers in the United States who have a Spotify Premium for Family plan.
New and existing family plan holders can sign up for the deal, but the offer only lasts until the end of the year. Home Mini is Google's equivalent to Amazon's Echo Dot speaker that has a virtual assistant, in this case Google Assistant instead of Amazon's Alexa, built in.
Up to six people can share a family account for $ 14.99 a month, and Home Mini will be able to recognize as many voices when Voice Match is configured. But while a free $ 50 gadget seems like a vacation assignment, it's just a component of a strategic partnership.
Verge points out that Amazon Music has experienced rapid growth, mainly by utilizing Echo products, so Spotify's partnership with Google Home is a smart way to increase the number of listeners using Spotify through smart speakers. (Spotify did not respond immediately to requests to comment.)
A study from Adobe Analytics also found that nearly 50% of US homes want smart speakers by year end, which means that Spotify can also ride on the trend that Amazon has dominated, via Home Mini. Like Tech Crunch reports, it's also a blessing for Google, which can capitalize on existing Spotify subscribers (over 80 million, but not all of these are family plan users) to enter people's homes.
Market research firm MusicWatch found that paid streaming subscribers are 240% more likely to buy a smart home gadget, which means that the partnership will also reveal the Home Mini to users who are more willing to buy it and Spotify can capitalize on those who might have needed the extra link to subscribe.