Spotify is the latest app to try out a vertical video feed, akin to TikTok’s popular format. A new Discover tab has been introduced to the app’s top page, according to a new feature in an early test build for iPhone. Its UI is similar to TikTok’s, with vertical music video clips that viewers may swipe through quickly. It is unclear whether the feature will be released to the public or whether it is just a test that will not make it into the main app. Chris Messina, widely acknowledged as the inventor of the hashtag, was the first to notice it, posting a short video on Twitter demonstrating the new system in action.

Many software businesses, including Twitter and Facebook, test new features for months before releasing them to all users, and some testings are never deployed. Spotify stated in a statement that the new feature was not formally announced. “At Spotify, we routinely conduct a number of tests in an effort to improve our user experience,” a spokesperson said. “Some of those tests end up paving the way for our broader user experience and others serve only as an important learning. We don’t have any further news to share at this time.” Since the Chinese-owned app’s debut in 2016, TikTok’s vertical-scrolling video format has been regularly replicated, and its popularity has surged in recent years. Shorts is an experimental feature on YouTube, Reels is a similar feature on Instagram, and Spotlight is a new feature on Snapchat. Byte and Triller are two other apps with comparable characteristics as their fundamental pillar.