Coupled with recent tensions with record labels, Spotify has limited runway for error as competitors like Apple Music and Pandora Media Inc. hope to close in on its dominance. A nice little hardware hook to sell you on a service or bit of software.
Beyond feeling in a giving move for the holidays, this is more of a strategic move for Spotify. The company also reiterated a fourth-quarter revenue forecast that fell short of estimates and cut the high end of its projections for growth in monthly active users and premium subscribers in the quarter. It partnered with Google to give out the device to account owners on its family plan.
Spotify on Thursday revealed it added four million premium subscribers in the third quarter, bringing its total paid user base to 87 million - a 40 percent year-over-year increase.
The answer is simple: They want to draw in people who are sort-of in the Google ecosystem, but don't likely already have a Google Home product and/or the Google Assistant in their home.
The Google Home Mini offer is available for new as well as existing Spotify family plan subscribers, and has to be redeemed by December 31.
Before this beta, Apple Watch users came close to getting Spotify access through a third-party app called Snowy, created when developer Andrew Chang got exhausted of waiting for Spotify to release their own official app.