March 17, 2016

How Spotify Solved for the ‘Paradox of Choice’

Spotify realized that people don’t actually want total freedom to find music - they enter decision paralysis and become dissatisfied. Which is why they created Discover Weekly – a personalized mix tape of 30 songs that are similar to the user’s tastes, but it filters out any artist they’ve heard before. Today, 3% of all Spotify streams come from Discover Weekly and those listeners are more loyal. 

Solving for FOMO.

Topics: Consumer Psychology, Vertical - Entertainment and Media, Consumer Insights