Popular music streaming app Spotify made its way to the Indian market just a few weeks back. And now, it will soon start offering personalised playlists that will be created on the basis of the listener’s interest and browsing history. According to the streaming service, it will personalise human-curated playlists algorithmically in order to ensure that “music has a better chance of getting into the ears of the right listeners.”
The personalised editorial playlists are being tested by Spotify for a while now and the company has claimed that 80% of the users seek out the track on their own to listen to it repeatedly and the average number of times a listener saves a track goes up by 66%.
We should mention that earlier, Spotify has thousands of playlists that were curated by its editors and the same playlist was heard by all the users of the music-streaming app. However, now this is set to change as the music-streaming app is going to personalise some playlists for each of its listeners, and they will be based on the genre of music they like. This also means that as far as these playlists go, listening experience of no two users will be the same.
The company has also added that it has been testing the new personalised editorial playlists system for some time now and it has observed in this time that users started listening to music on Spotify app for longer durations. In addition to this, the personalised editorial playlists increase the number of artists that are featured on playlists by 30% and the number of songs that are being discovered by listeners increase by 35%.
Speaking about the feature, Spotify noted, “When a song is added to one of these playlists, it won’t necessarily appear on every listener’s personalised version of that playlist. That’s why, starting today, we’ll create unique links to these playlists for artists to share via Spotify for Artists and Spotify Analytics. Anyone who clicks a unique link shared by an artist will see a personalized version of the playlist with that artist’s track as the first song. (For editorial playlists that are not personalised, artists should continue to use public links as they do now.) When songs get added to one of these playlists, an email notification gets sent to artists and their teams, so they can share the good news with fans.”