When it comes to differentiating itself for the pack, there's only so much a streaming music service can do in terms of content acquisition – they either have a song, or they don't. Exclusives and better licensing deals can make one service more attractive than the other, but for the most part, most top-tier streaming platforms all offer the same music.
Surfacing that music and getting it to subscribers' ears is how a streaming service can stand above the crowd – so personalized playlists and specialized curation are what services like Apple Music, Google Play, Pandora, and Spotify are putting a lot of work into these days.
Spotify is the latest to offer something new. The company is calling it Discover Weekly, and it's an evolving playlist of "new discoveries and deep cuts" delivered to users every week.
Each playlist will be crafted based on your current listening habits and the activity of other Spotify users.
"For the first time ever, we’re combining your personal taste in music with what similar fans are enjoying right now. This means every song in Discover Weekly is based both on your own listening as well as what others are playlisting and listening to around the songs you love – making your playlist completely unique and full of deep cuts and new discoveries," says Spotify. "It’s like having your best friend make you a personalized mixtape every single week."
The Discover Weekly playlist will update every Monday, and will contain about two hours of music.
"As your music taste evolves, so will Discover Weekly. In fact, the more you listen, the better it gets. And because it’s a playlist you can access and listen to it across all your platforms and devices. Plus, sharing it with friends or making it available offline for your Monday commute is super easy."
You can find it sitting atop your playlist section in the coming weeks.