Spotify Interface Analysis: an update about strategies and tactics
One point I really want to touch on after rewatching the podcast Mark and I made is Spotify’s use of strategies and how powerful the way it is implemented on their current interface is so powerful. Spotify’s interface utilizes strategies (their overarching framework and set of goals) left and right, but in the most impressively discreet way. To put it into an easier context, it is kind of like a choose your own adventure novel. These kinds of books feel exciting, you as the reader have the power to “choose” where the character goes, though in reality all future paths taken are limited. There are a variety of outcomes, but all those outcomes have been pre-selected by the author. Spotify is kind of like that, but on a meta level.
Spotify is really popular for having features such as “create playlists” where songs you initially put into the mix generate similar recommendations, a home page with recommendations based off of what you have listened to recently, customizable profiles, and user specific “Discover Weekly” playlists. It sounds nice, the user is paving their Spotify way by listening to songs they want to and curating their own playlists with infinite song possibilities. That’s not quite the truth though; the truth is the user is in the continuous, somewhat addictive loop that is the Spotify algorithm.
The way the Spotify algorithm works for recommending songs and keeping you hooked is by collecting a massive amount of data from other users. For example, if you and another user have playlists with the same songs, Spotify will suggest songs from the other user’s playlist that you do not have on your playlist. Additionally, Spotify’s algorithm will tend to suggest songs that are more mainstream, pushing out up and coming artists and your music diversity. Now think of that and include the millions of Spotify users world wide. Here’s an infographic from Quartz Magazine to visualize this.
Furthermore, if you skip a song within the first 30 seconds it is being played, the algorithm will take this as you not liking the song and not continue to suggest songs similar to the one you just skipped. So while it may seem the user is completely in control of the Spotify interface, the truth is what they discover is controlled by the algorithm and how the algorithm interprets data.
Not all hope for power is lost though, there are tactics users can employ to break out of this algorithmic feedback loop. Wired Magazine suggests the key is putting more effort into your listening habits. If a user continuously changes their listening habits, it tends to make it harder for the algorithm to “pin them down”. Ensuring that you go out of your way to really search for niche music at least once a day could help throw the algorithm off.
On that note, I still love using Spotify and will continue to use it. And in all honesty, I’m not really mad about the algorithm “figuring me out”, I kind of like the recommendations. I would love to know what other people think though.
