Is the rhythm gonna get you?

The way in which well-known music streaming platform Spotify can hold on to users depends less on headline-grabbing technical expansion than on how effectively its various features satisfy its listeners, according to a study in the International Journal of Electronic Customer Relationship Management. The research showed that personalised recommendations, ongoing platform innovation, and user participation are need to keep users committed in the long-term.

The research, based on a survey of active users of the platform, looked at how different forms of customer engagement would affect satisfaction with the service and, in turn, whether those users stay loyal. This timely analysis comes at a point in the evolution of the industry when competition is growing and pressures from artists and users alike are intensifying.

Four key engagement drivers were analysed. These are Spotify’s recommender systems, technological innovation, user-generated content, and perceived product quality. Overall user satisfaction was seen as a mediating factor of these four factors, giving users the choice of should I stay, or should I go? The biggest effect came from the recommender systems. These are algorithms that analyse one’s listening behaviour and then suggest new music, playlists, or artists based on one’s activity. If users felt that those recommendations were appropriate, then they reported higher satisfaction with the service. This aspect of music streaming services thus emphasises just how important personalisation can be as the streaming libraries grow larger.

The team also found that technological innovation was a positive for many users. Features that improve usability or listening continuity, such as smoother playback across devices, were all seen as a benefit. In addition, user-generated content, such as shareable playlists, was seen as a useful benefit to staying with the platform. The study suggests that such tools foster a sense of ownership and community, and so attachment to the platform.

Santoso, A.S. and Johanes, S. (2025) ‘Engagement in rhythm: decoding the drivers of customer loyalty in Spotify’s music platform’, Int. J. Electronic Customer Relationship Management, Vol. 15, No. 3, pp.151–173.