Even Spotify Is Surprised by the Huge Success of Its Discover Weekly Playlists

A 'musical addiction' that has the company rethinking everything

Spotify's secret sauce of algorithmic playlists didn't happen by accident. But its rapid growth—and rabid fan reaction—kind of did.

It's been a little over a year since the streaming music service launched its Discovery Weekly feature, which has since become a must-listen fixture for customers around the world.

As of this May, more than 5 billion tracks had been streamed on Discover Weekly playlists. While the company hasn't officially updated that number since summer began, Spotify senior product owner Matt Ogle tells Adweek the total is now likely around 6 billion or 7 billion streams.

For the uninitiated, Discover Weekly creates a personalized 30-song playlist for each user every Monday based on their listening habits and other playlists.



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