Each track played, playlist created, and podcast listened to gives more information to Spotify’s big data machine. (From 2021)
Each day hundreds of millions of people use Spotify on their phones, tablets, and desktops—most often remaining logged in as they move from one device to the next. With each track played, playlist created, and podcast listened to, we all feed more information into Spotify’s big data machine. More than 100 billion data points are created every day.
Spotify knows the value of this data and uses it to help drive the advertising it sells. “These real-time, personal insights go beyond demographics and device IDs alone to reveal our audience’s moods, mindsets, tastes, and behaviors,” Spotify’s advertising materials All this behavioral data can be mined by Spotify—and it can be deeply revealing. Back in 2015, when Spotify had just 15 million paying subscribers, one executiveit collects an “enormous amount of data on what people are listening to, where, and in what context. It really gives us insight into what these people are doing.”
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