Even though rivals now dupe Spotify’s ideas for playlists, the company tends to have something new to release shortly after, whether that’s Only You, or a playlist aimed at commuters, those for the gym, or a collection of new mixes based on artists, genres and decades. Spotify’s bigger message with features like this, which are released at a fairly steady cadence, is about conveying to users and competitors alike that’s it’s further ahead when it comes to personalization technology. This is the screen that pops up immediately after a Blend is created, but can also be accessed from any time within the Blend playlist itself. Users will be able to share Blend’s “data stories” across their social channels. Like Only You, Blend includes support for social sharing. But once they’re in Spotify’s app, they may decide to stay, the thinking goes.īlend was announced in June alongside a new in-app experience called Only You, which focuses on your favorite music and how you listen - sort of like a mid-year version of Spotify’s popular annual retrospective, Spotify Wrapped.
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Because free users are able to create or join a Blend, the feature can serve as a way to entice someone to join Spotify for the first time - even if they currently don’t pay for music, or if they subscribe to a rival service. The feature isn’t only meant to serve as a fun addition to Spotify. Spotify says during tests of Blend, Olivia Rodrigo took the top spot for the most-streamed artist on Blend playlists, followed by others like Doja Cat, Taylor Swift, The Weeknd and Lil Nas X.
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