Why Spotify’s Discover Weekly Is So Addictive

There used to be nothing appealing about the arrival of Monday mornings. After a too-short weekend, all that awaited was an hour-long commute and a busy week of work.

But a few months ago, during said commute, I stumbled upon a playlist while listening to Spotify on my phone. Well into my ride, I realized I hadn’t once skipped a track, something that rarely happened when I decided to try new music.

While I had never heard any of the songs that were playing, strangely enough, the mix was exactly the kind of music I loved to listen to.That was my first encounter with Discover Weekly, an algorithm-made playlist of 30 songs released every Monday morning on Spotify. Ever since then, I’ve been hooked on it—and I found out I wasn’t alone.

Since Discover Weekly launched last July, it has become one of the most successful features of the company. Last week, Spotify shared that more than 40 million listeners had subscribed to the weekly-curated mixtapes. And more than half of those listeners, like myself, were returning every week for more.

Source: Vogue

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