Spotify’s popular playlist creation tool, Blend, is getting its biggest update since its official launch last year. The feature currently allows two Spotify users to see where their musical tastes overlap by shuffling their favorite songs to find the ones they have in common. This mix is then updated daily with new songs based on everyone’s listening habits. Today, Spotify is announcing that it will extend Blend to allow users to create playlists with up to 10 people, or even some of their favorite artists.
The company has partnered with artists such as BTS, Charli XCX, Kacey Musgraves, Lauv, Megan Thee Stallion, Mimi Webb, Tai Verdes, Xamã and more, to allow Spotify users to merge their musical tastes into one unique Blend playlist where their own favorite tracks are matched with those of the artists. As with other Blend playlists, users will receive a card that displays your “taste match” score – a score calculated based on how similar or different your listening preferences are to other Blend contributors. .
These cards are designed to be shared directly on social media sites, such as Facebook, Instagram, Snapchat or Twitter.
In addition to working with artists, Spotify has updated Blend to allow groups of family members or friends to create their own shared playlists. Spotify Family subscribers already had access to an automatically updated Family Mix playlist of songs everyone in the family agreed to, based on similar technology. But the feature was limited to those on Spotify’s family plans, not individual subscribers. Spotify also offers another Blend-like playlist called Duo Mix, but that too is limited to users on the same shared plan.
The streamer’s custom playlists are a big selling tool for its service, and one of the reasons Spotify continues to dominate the music streaming market despite lacking the built-in edge. competing music services – like Apple Music or Google’s YouTube Music, whose music apps come bundled with the tech giants’ own smartphones and mobile software. According to a report by entertainment research firm MIDiA earlier this year, Spotify now has a global market share of 31% in the music subscription market, ahead of Apple Music (15%), Amazon Music (13%) and others with smaller slices of the pie. This, in part, can be attributed to Spotify’s heavy use of personalization features that help engage users with the music, and now podcasts, they love. Spotify is also rolling out new features and playlists at a fairly steady pace, showing users and competitors alike that it’s further ahead when it comes to using its personalization technology.
Spotify used Blend’s matching technology in other ways before this expansion. Last December, the company launched a Blend-powered feature for its custom year-end retrospective, Spotify Wrapped. With “Wrapped Blend”, as the feature was called, users could compare their own Wrapped with those owned by friends.
The updated version of Blend will be rolling out to Spotify users starting today.