On top of that, they use NLP to scan thousands of articles, blog posts and message boards to analyze language used to describe certain artists and songs. Using this information, it can recommend listeners songs based on what “similar” users are also listening to. To break it down further, Spotify uses ML to analyze user behavior and group people together based on musical preferences. Using machine learning (ML) algorithms, natural language processing (NLP) and convolutional neural networks (CNN), Spotify is able to transform historical listening data into personalized playlists and music recommendations. One of Spotify’s major competitive advantages is it’s formidable recommendation engine. We are focused on the user experience, and the free business allows us to do that at scale,” Spotify’s former global head of verticals Khartoon Weiss explained in a 2019 interview. That data, usage, and behavior gives us all of the richness that helps us literally build product and follow the behavior to serve in a way that offers value and works in service of people, their time, their behaviors, and their moods, instead of just trying to build an ad-revenue-oriented business. “It is our smartest way to learn more about our audiences and our most effective way to better serve them. enables advertisers to better target potential customers. As a result, Spotify is highly incentivized to leverage customer data in a way that enhances and further monetizes the user experience vs. While Spotify does generate some revenue from paid advertisers, the bulk of its revenue comes from paid premium subscriptions. By collecting and analyzing massive amounts of listener data, Spotify can identify emerging user trends in real-time and rapidly develop new features or services to capitalize on them. Similar to its big tech rivals and partners, much of Spotify’s success has been fueled by data and analytics. With over 320 million monthly users and home to 60 million tracks, four billion playlists and 1.9 million podcasts, Spotify is one of the most popular music (and, increasingly, talk content) streaming platforms in existence.
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