One of the most popular use cases of smart speakers is playing music, with 60% of smart speakers users saying they use their devices to play music. As a result, it’s no surprise that streaming companies are building robust voice strategies to tap into this preference. For example, Spotify unveiled its in-app mobile assistant that allows listeners to choose songs, stations, and playlists as well as play, pause, and skip tracks. On the other hand, device manufacturers that are focused on the home audio and entertainment environment are also rethinking how they can tap voice technology to craft quality listening experiences. Brands from Bose to JBL have already built mainstream voice assistants into popular products, and now Sonos will take its voice experience one step further by building a Sonos voice assistant for its devices. While these are significant developments, the music industry holds vast potential for novel cases of voice activation.