Naver to Integrate Spotify into AI Services, Future of Vibe Uncertain
SEOUL, SOUTH KOREA – May 12, 2025 – Naver is expanding its partnership with Spotify, aiming to integrate the music streaming service into its artificial intelligence offerings, including the ClovaX platform. Currently, ClovaX lacks a direct music playlist proposal function connected to streaming services, a feature kakao recently introduced with its ChatGPT for Kakao integration and Melon. While details remain forthcoming,the collaboration signals Naver’s intent to enhance its AI capabilities with Spotify’s extensive music library and exclusive podcast content.
The move raises questions about the future of Naver’s existing music platform, Vibe. Vibe currently trails competitors like YouTube Music, Melon, Genie Music, and Flo in the South Korean streaming market. Naver removed Vibe from its membership digital content benefits in September 2023,fueling speculation about a potential service termination.
However, Naver has stated it has “never considered terminating the Vibe service,” asserting that Spotify’s audio assets can complement Vibe’s user experience. The company previously ended sales within its VOD service, Series On, following a partnership with Netflix, leading to industry predictions of a similar fate for Vibe.
Naver believes the partnership with spotify will enhance its AI services, but the long-term impact on Vibe remains to be seen.
