Our Playlist Ecosystem Is Evolving: Here’s What It Means for Artists & Their Teams

Some playlists will now be personalized based on a listener's taste which means all music has a better chance of getting into the ears of the right listeners.


Our editorial team makes thousands of playlists, and tons of listeners tune into playlists pegged to specific moments in their day—times when they work out, study, or cook dinner, for example. But we know that everyone’s taste is different, and songs that one person may want to sing in the shower just might not make sense for everyone else. (We’re sure you can relate.) That’s why we’ve punched up our playlist ecosystem to make sure every listener is able to find the perfect song for each moment. Here’s how it all works.

Some playlists will now be personalized for each listener based on their particular taste. This means that for those specific playlists, no two will be the same.

So what does this mean for artists and their teams? First off, all music has a better chance of getting in front of the right listeners. When we tested this new system with some of our listeners, we found that they were much more likely to listen longer. Plus, these personalized editorial playlists increase the number of artists featured on playlists by 30% and the number of songs listeners are discovering by 35%.

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%. In fact, the average number of times a listener saves a track is up 66%—all of which is good news for artists.

Unique links are available for seven days after a track was added to a personalized editorial playlist
Unique links are available for seven days after a track was added to a personalized editorial playlist
And there’s more: when a song is added to one of these playlists, it won’t necessarily appear on every listener’s personalized 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 personalized, 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.