How Spotify’s Thriving Recommendation System is Becoming A New Advertising Platform

Ulku Guneysu
May 21, 2019 · 4 min read
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A Brief Introduction To Spotify

For those who don’t know, Spotify is a Swedish music streaming service, launched in 2008, with roughly a hundred million paid subscribers and another hundred million freemium service users which is an ad supported model. Subscribers drive the 90% of the company’s revenue.

What is Discover Weekly and The Secret Behind Its Algorithm?

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Discover Weekly Data Flow
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Iterating On Quality and Adding Feedback Loop
  1. Follow the artists you like.
  2. Create your own playlists with your favorite songs.
  3. If you are listening music that doesn’t reflect your taste, use Private Mode.

How Does Sponsored Discover Weekly Work?

Spotify is beta testing a new ad format for Discover Weekly as the company is offering brands to sponsor weekly playlists as opposed to just running ads. While Spotify runs ads during the playlists, the sponsor brands will have an opportunity to customize the ad experience for the entire individualized playlists and engage with particularly active users.


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