Spotify is up to some sneaky A/B testing for a lossless streaming service

Spotify is up to some sneaky A/B testing for an upcoming lossless streaming service

Spotify is preparing to launch a lossless audio version of its streaming service, according to multiple sources. The offering, which is currently called Spotify Hi-Fi, will offer lossless CD-quality audio to users — similar to what Tidal offers in its Hi-Fi service.

While the offerings look to be an A/B test for its pricing strategy, their move to lossless audio quality isn’t totally unexpected.

spotfiy hi fi lossless streaming a/b testing

What is Spotify up to? Mysterious messages from the company are pointing to a brand new, lossless streaming option offered for additional costs.

With Apple choosing the Lightning connector over the headphone jack and Android manufacturers switching to USB-C at a rapid pace, there are now millions of smartphone owners who can experience lossless audio wherever they are.

And if they have any luck converting a portion of the service’s 40 million paying customers, the additional revenue could finally push them into profitability. With the company already offering details of the Hi-Fi service to a small subset of users, a wider launch shouldn’t be too far off.

In app offer for Spotify Hi-Fi – lossless for $7.50 more from spotify

When reached for comment, a Spotify spokesperson said, “We are always testing new products and offers but have no news to share at this time.”

This article originally appeared on The Verge.