“Spotify has revolutionised how we consume music. From mood playlists to machine learning algorithms, the streaming service has become the definitive tastemaker.”
Spotfiy has changed the game for music streaming services. They have transformed the way we listen to music and the way we explore new artists. When I first started using Spotify in 2012, the playlist option had to be user created. When I wanted to explore more artists I’d ask my roommate or other friends to share their playlists that they created. Over the last few years they have enhanced user experience by making their application customizable and personalized based on data. Now there are various suggested playlists “made for you” based off of your past streams, likes and “taste”. Some of these playlists include Daily Mix (mixes based on your top genres), Discover Weekly (songs Spofity thinks you’ll love based on your history), Release Radar (Recent releases Spotify thinks you’ll love based on your history), On Repeat and Repeat Rewind (songs you listened to multiple times in the past and “couldn’t get enough of”) and Your Daily Podcasts (suggested podcasts from the genre history of podcasts you’ve listened to). I catch myself listening to my suggested playlists more often than the playlists I’ve created myself.
Along with improving customer experience, Spotify uses data derived from its users to better market to new customers. They do this with targeted ads. Spotify began to run a global market campaign based on listening history. In this campaign they developed funny/”meme-like” ads to gauge prospective customers. In the meme-culture we live in today, these ads were received very well by Spotify’s intended and target customer, Millennials. June Sauvaget , Spotify’s global head of consumer and product marketing stated “This multifaceted campaign sets the stage as we seek to deepen our connection with the people who already know and love Spotify, and cultivate relationships cultivating moments of discovery in areas of the world where we are looking to expand”. With this global campaign, Spotify hopes to expand to countries such as Mexico, Brazil, Columbia, Argentina, France, Thailand, Italy, Indonesia, South Africa, Spain and the Philippines.
Spotify went viral last month when they released their “Spotify Wrapped” analytics to the public at the end of 2019. This gave Spotify users the ability to see their listening habits over the last 10 years. The analytics displayed top artists and the total minutes/hours spent streaming. They also provided your top song and artist of each year. When users started to access their personal Spotify recap, Instagram Twitter and Snapchat were full screenshots of those personalized analytics. This was a great way for Spotify to get users on their application. I even checked out my own analytics from the past ten years. Music can really take a person back to an event or time in their lives so seeing those analytics was nostalgic. The tweet below is something I saw during that time and gave me a good laugh because many people seemed surprised at their personalized result.. even though it was just based on their data.
DiFranza, Ashley. “Spotify: Big Data Shows Big Results.” Northeastern University Graduate Programs, 7 Oct. 2019, www.northeastern.edu/graduate/blog/spotify-big-data/.
Faulkner, Joanne. “WFIC 2017: Could Spotify Shape Data Consumption?” WatersTechnology.com, 6 Dec. 2018, www.waterstechnology.com/market-data-data-analytics/data-administration/3427046/wfic-2017-could-spotify-shape-data-consumption.
“Made For You.” Spotify, Spotify, support.spotify.com/us/article/made-for-you-playlists/.
Marr, Bernard. “The Amazing Ways Spotify Uses Big Data, AI And Machine Learning To Drive Business Success.” Forbes, Forbes Magazine, 13 May 2019, www.forbes.com/sites/bernardmarr/2017/10/30/the-amazing-ways-spotify-uses-big-data-ai-and-machine-learning-to-drive-business-success/#2aa7aa7d4bd2.
Perez, Sarah. “Spotify Expands Personalization to Its Programmed Playlists.” TechCrunch, TechCrunch, 26 Mar. 2019, techcrunch.com/2019/03/26/spotify-expands-personalization-to-its-programmed-playlists/.
Nudd, Tim. “Spotify Riffs on Meme Culture in a New Global Brand Campaign.” Muse by Clio, 30 Apr. 2019, musebycl.io/music/spotify-riffs-meme-culture-new-global-brand-campaign.