Source: Max J. Pachali, Hannes Datta (2024) What Drives Demand for Playlists on Spotify?. Marketing Science 0(0). https://doi.org/10.1287/mksc.2022.0273
Full Show Notes: https://www.marketingsciencelab.org/p/star-power-vs-search-power-the-spotify
In the ever-evolving landscape of music streaming, playlists have become a crucial battleground for artists, labels, and platforms alike. A groundbreaking study published in Marketing Science has revealed fascinating insights into what drives demand for playlists on Spotify, with implications that could reshape our understanding of music discovery and promotion in the digital age.
The Research: Unpacking Playlist Popularity
Researchers Max J. Pachali and Hannes Datta from Tilburg University set out to answer a critical question: What makes some playlists more successful than others on Spotify? Their study, which analyzed data from over 30,000 popular playlists across 66 music categories, compared two main drivers of playlist demand:
* Being featured on Spotify's Search Page
* Adding songs by exceptionally popular major label artists to playlists
The findings are nothing short of revolutionary for the music industry.
Key Discoveries: The Platform's Power Play
The Featuring Effect
The study found that being featured on Spotify's Search Page increases a playlist's daily followers by a staggering 0.95% on average. To put this into perspective, for a large playlist like "Reggaeton Classic" with 1.9 million followers, being featured could result in approximately 18,050 additional followers in a single day.
The Superstar Effect
In comparison, adding at least one track by a major label superstar artist increases daily followers by 0.45% on average. While still significant, this is less than half the impact of being featured on the Search Page.
Implications for the Music Industry
1. Platform Power
These findings underscore Spotify's significant ability to guide user attention through its Search Page. This supports concerns that the platform can potentially favor certain content producers over others, reshaping the dynamics of music discovery.
2. Value of Superstars
While not as impactful as being featured, superstar artists still play an important role in attracting followers to playlists. This suggests they remain a valuable asset for major music labels, albeit with diminished influence compared to platform featuring.
3. Shifting Dynamics
The research implies that Spotify holds significant power in driving playlist success, potentially even more than the major labels do through their superstar artists. This could shift the dynamics in negotiations between Spotify and the labels, impacting discussions around royalties and revenue sharing.
What This Means for Marketers and Musicians
* Platform Optimization: For marketers and artists, understanding and leveraging Spotify's featuring mechanisms becomes crucial. Strategies to increase the likelihood of being featured on the Search Page could yield significant returns.
* Superstar Collaborations: While less impactful than platform featuring, collaborations with major label superstars still provide a notable boost to playlist followers. This remains a viable strategy for playlist growth.
* Diversified Approach: The most effective strategy likely combines efforts to secure platform featuring while also incorporating popular artists. This dual approach maximizes potential for playlist growth.
* Data-Driven Decision Making: The study underscores the importance of data analysis in music marketing. Understanding the specific impacts of different strategies allows for more targeted and effective promotional efforts.
