Spotify isn’t only for music and podcasts anymore.
In an effort to make mental health resources more accessible, the streaming platform and meditation and sleep app Calm have teamed up. Starting Thursday, several of Calm’s meditative sessions might be available on Spotify, including Calm for Beginners and Calm for Kids, in addition to exercises in collaboration with celebrities, similar to its Breathe Into It with Camila Cabello.
“Mental health is more vital than ever. It’s our mission to make mental health content accessible to as many individuals as possible,” said Calm vp of partnerships Fergal Walker. “As a part of that it is sensible to partner with Spotify, the highest streaming platform, to offer their users access to tools that help them prioritize mental well-being and to feel higher.”
While the COVID-19 pandemic emphasized the importance of mental health resources, there may be more work to be done, based on Walker.
“People will not be feeling any less stressed now that the pandemic has passed. One in two people in the USA experience anxiousness, stress or have a difficult time falling asleep,” Walker said. “Because of this, there’s more demand than ever for virtual meditation. We’re connecting with consumers by meeting them where they’re, similar to an Spotify.”
Moreover, virtual mental health resources have resonated with consumers — based on a survey from McKinsey & Company, 64 percent of consumers use a wellness app day by day.
While this partnership promotes accessibility, it also reflects a key strategy for Calm to amass recent users through Spotify.
“[It’s] increasing visibility and awareness of all the transformative content that Calm has to supply,” Walker told WWD, as Spotify has 515 million users. It also spans greater than 180 markets.
Through this partnership, exclusive Calm content might be accessible to all Spotify users, while some would require a further subscription.
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