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Spotify announced this morning a major change in the way its playlists work. He also announced that some of his previously selected human-readings would now be customized to suit his audience's tastes. Previously, Spotify offered, among other things, customized playlists such as Discover Weekly, Release Radar and Daily Mixes, to allow users to enjoy the music they love and to discover new songs and artists that match their interests. However, they were clearly separated from the programmed playlists programmed by the Spotify editorial team.
Now, Spotify says that will change.
"Some playlists will now be customized for each listener based on their tastes. This means that for these specific playlists, there will not be two identical ones, "the company said in a blog post.
Spotify decided to make this change after finding that users were listening longer to personalized playlists during a trial of the new system. He also notes that the new system will increase by 30% the number of artists on the playlists and by 35% the number of songs listened to – a metric that artists will surely appreciate.
In addition, when an auditor discovers a song in a personalized playlist, the number of people who will then search the track on their own to listen again to their listening is up 80% and the average number of Once a listener records a track is up. 66%, the company added.
Last year, Spotify was testing this change. Reading lists such as "Beast Mode", "Chill Hits", "Dance Party" and "Metal Ballads" had become personalized, including gender, decade, atmosphere or activity-oriented like "Happy Hits" or "Song to sing in the car", for example. The company's most popular playlists such as Today's Top Hits and Rap Caviar have not been affected.
By adding customization to playlists, Spotify is betting that its algorithms do a better job of programming. It's not always the case.
While personalization technology may be effective when it works, it may still be disrupted by sessions where you allow another person to play music with your account, such as a child, your roommates, your guests, or others. Other people. (Technically, multiple users with regular access should be on a family plan with their own credentials, but not everyone chooses this path.) Customization technology is not always sophisticated enough to understand the different levels. of interest of music. you have a habit of falling asleep compared to the songs you play because you really like them.
In other words, if you had difficulties with Spotify to deceive you from musical taste before, they would now extend to other areas of his service that were previously free of algorithms.
On the other hand, once the customization successful, users could be more engaged, loyal and loyal – areas that will help Spotify to better compete with Apple Music, Pandora and others.
Because not all users will see the same playlists, Spotify allows artists to access unique links to playlists containing their music. This allows them to share a specific version of the playlist via Spotify for Artists and Spotify Analytics. Anyone who subsequently clicks on this link when it is published on the web or on social media will be directed to a version where the artist's track is the first song.
Spotify indicates that artists will be notified of their additions to playlists by email notifications.
The dashboards of the artists do not show, however, how many users present the customized version of the playlist with the included artist's music.
Instead, the dashboard shows the total number of subscribers in the playlist. This means that these personalized playlists are not just about putting good music in front of good listeners – they are also a marketing tool that artists and their teams can exploit.
Spotify says that these playlist changes are effective right now.
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