Spotify has gone to the dogs (and apparently, to the hamsters, as well).
Pet Playlists enable Spotify users to create algorithmically curated playlists based on both their tastes and their pets’ character attributes. Spotify said each playlist is made up of about 30 tracks, adding that energetic dogs may hear upbeat tracks, while shy cats may listen to songs with slower tempos.
My Dog’s Favourite Podcast was created to keep dogs company when they are left home alone, and it features a mix of soothing music, speech directed at dogs and original sounds to provide comfort and alleviate stress. It was developed in partnership with animal experts.
Spotify said its research found that 53% of dog owners in the U.K. leave their dogs at home alone for between one and five hours per day, so the podcast is split into two five-hour blocks.
My Dog’s Favourite Podcast is produced by Listen Entertainment, and Spotify said the first hour of each block is narrated by actors Ralph Ineson and Jessica Raine, and it is made up of dog-directed praise, stories, affirmation messages and reassurance, to help dogs relax as their owners leave.
It is then followed up by 10 hours of relaxing original music produced by a team led by composer Daniel Knight, along with original ambient sounds, such as parks light rain, and wind rustling in trees.
Spotify also shared some of its findings from its study of pet owners in the U.K.:
- The most popular sounds reported by owners to soothe their pets are family conversation (39%), noise from favorite television programs (36%) and music (34%).
- 76% of respondents believe their pets love listening to music, and 42% said their pets have favorite types of music. Pop led the way at 11%, followed by classical (10%), country (3%) and rock (3%).
- One out of four pet owners play music for their pets while they are away from home.
- 26% have witnessed their pets dancing to music.
- One out of 10 said their pets enjoy listening to their favorite podcasts with them.
- 60% have witnessed their dogs taking notice of famous voices, including those of David Attenborough, Holly Willoughby, Queen Elizabeth II and Stephen Fry.
Spotify teamed up with the Royal Society for the Prevention of Cruelty to Animals on the debut of the two features, and RSPCA dog welfare expert Samantha Gaines said in a release, “Like Spotify, our own surveys of dog owners have shown that many dogs are routinely left by themselves on a daily basis and, sadly, many dogs find this difficult. In 2019, we launched our #Dogkind campaign, which aimed to help owners better understand their dog’s behavior and how best to treat their dog if they struggle alone. While nothing can ever replace the company and presence of a dog’s two-legged friend, research is increasingly showing the effect of music on dog behavior. The type of music a dog listens to is important, and research has shown that some music can help dogs relax, while other types may have a less beneficial effect, so it’s really great that Spotify curated and produced music with dogs in mind. This is why we are supporting Spotify’s My Dog’s Favourite Podcast, which is specifically designed to help dogs relax and be calm when their owner is away.”
Spotify head of consumer marketing for the U.K. and Ireland Olga Puzanova added, “Humans love music for so many reasons, including the comfort and companionship it can provide when you need it most, and now we know that pet-owners appreciate their pets’ music fandom. Spotify’s research shows that 74% of pet owners in the U.K. play music for their pets, 76% believe their pets like music and most pet owners think music can help pets relieve stress, boost their happiness and keep them company.”