Spotify has managed to create a global audience - and dominate the music streaming industry - by taking advantage of all its collected data and generating hyper-personalized features that users enjoy. New users acquired by Spotify this way will stick for longer as they want their own Wrapped story, making them more likely to use Spotify for the entire year. Users seem to love Spotify’s Wrapped feature, and this is because it is not seen as an ad, but more like a way to interact with others using a universal subject - Music.

Deezer is doing it better than Apple with its called feature #MyDeezerYear, but once again, it just feels like a watered-down version of Spotify’s Wrapped. Secondly, Apple’s version of Wrapped is just not as jazzy and as sharable. First, Replay needs to be checked using a browser, making it harder to check - users are usually lazy. Even though its features were further enhanced, two main points are still missing. This year Apple improved its own version - Replay - to compete directly with Spotify’s Wrapped. It is worth noting direct competitors are trying to catch up. This feature was first launched in 2012 under the name Discover, and its main goal was to create a playlist with users’ favorite artists using all the data that Spotify had about their listening habits - and taste. If you already use the Spotify app, I bet you already know what Discover Weekly is. And this is precisely what made Spotify different from any other music platform - or any other streaming platform at all.ĭon’t search or scroll for your favorite songs, Spotify will take care of it using Big Data - by Priya DalaniĪs Chloé Currie writes, Spotify relies on AI and machine learning algorithms to give a personalized - and unique - experience to each of its users via two main features.

Personalized online streaming is the new thing today, but Spotify was the first one to make this breakthrough. However, Spotify’s further customization of its service didn’t stop here. Me as a user have invested way too much time into Spotify and, as a result, I’m locked into paying for a premium account - quite happily, too.

Today I can’t imagine leaving Spotify and recreating those playlists on another platform - or just losing them altogether.

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