Social network Snapchat has launched a new feature called Now Playing, integrated into Snap Map. It initially supports the music service Spotify, allowing users to see in real-time what their friends are currently listening to. This new development targets a massive user base, as the map feature alone is used by over 450 million people monthly.
After linking their account with Spotify, users can set their own privacy levels. Sharing currently playing tracks can be set for all friends, only for those with whom the user shares their location, or for a selected group of people. The feature is designed to facilitate the discovery of new music directly within the app's social environment.
Content Integration and Song Saving
The new integration doesn't just stop at passively observing friends' activities. Users can tap on a specific track on the map and then perform several actions:
- Explore videos in the Spotlight section that use the same audio.
- Play the full song directly in the Spotify app.
- Save the song to their favorites list with a single click.
The ability to save songs also extends to other parts of the app, such as Sound Pages or short Spotlight videos. Snapchat is thus responding to competitive pressure in the social media space, where, for example, TikTok, with its music saving tool, recorded over 6 billion saves of tracks by April 2026.
A New Layer of Expression for Users
“Now Playing adds a new layer of expression and discovery to Snap Map, helping users share the soundtrack of their day and discover new music through people they already know,” said Manny Adler, Head of Music at Snapchat.
This move is part of a broader trend of connecting streaming platforms with social networks. Spotify itself has introduced a number of new features in the past year, including direct in-app messages and the Request to Jam feature for co-listening with up to 32 people. The collaboration with Snapchat aims to complement these activities and enable seamless content sharing across different platforms.
The Now Playing feature is currently available in all markets where both services operate simultaneously. Account linking can be done directly through the map, friends' profiles, or in the main settings of the Snapchat app.