“We found that, after discovering a song through a personalized editorial playlist, the number of listeners who then seek out the track on their own for repeat listens is up by 80%,” Spotify’s blog post continued. In addition, the drive towards personalization meant that the streaming wealth was spread across more acts - raising “the number of artists featured on playlists by 30% and the number of songs listeners are discovering by 35%,” according to the company’s announcement. This is notable: Users were more likely to keep playing songs that Spotify fed to them based on their previous listening habits, rather than tracks selected by editors. Chalk one up to the machines. Most importantly for the streaming service, listeners tuned in to personalized collections for longer. Spotify found that this shift had three effects. (This change did not affect the biggest editorial playlists.) That year, the service took collections like Beast Mode and Chill Hits, which previously had been the same for all listeners, and personalized them “for each listener based on their particular taste,” according to a company press release. Placements were eagerly sought after due to their ability to drive a lot of streaming activity.īut since at least 2019, Spotify has been increasingly focused on rolling out auto-personalized playlists. Since these functioned much like radio, concentrating a lot of listener attention on the same handful of songs, they were watched closely in the music industry. Spotify was once known for its editorial playlists like Today’s Top Hits and Baila Reggaeton.
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