Spotify uses machine learning recommenders that take into account what and how users consume playlists and the rich diversity of playlist experiences

User engagement (UE) is a quality of user experience characterized by the depth of an actor’s cognitive, temporal, affective and behavioural investment when interacting with a digital system (O’Brien, 2016a)

“Our customers always tell us that music discovery and listening is a personal experience, and we are enhancing the free experience with this in mind,” said Babar Zafar, VP of Product Development at Spotify. “This is the beginning of an evolution for Spotify and we will continue to make improvements that mirror our customers’ needs. This is not only about giving users a more customized free experience from the day they sign up, but giving them more control over their listening experience so they can easily find and stream their favorites anytime, from anywhere.”