Communications in Humanities Research

- The Open Access Proceedings Series for Conferences

Communications in Humanities Research

Vol. 27, 01 March 2024

Open Access | Article

The Analysis of the Future Hold of Spotify Technology S.A.

Xinyi Wei * 1
1 University of Nottingham Ningbo

* Author to whom correspondence should be addressed.

Communications in Humanities Research, Vol. 27, 266-270
Published 01 March 2024. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Xinyi Wei. The Analysis of the Future Hold of Spotify Technology S.A. . CHR (2024) Vol. 27: 266-270.


Spotify Technology S.A. is a leading music streaming service that boasts over 200 million users worldwide. Hence, this study is aiming to address the question of why Spotify can dominate in such scale of users. This paper first explores the company's background, it will analyze its current strategies, and why it is poised to dominate the market in the future. Moreover, it will elaborate Spotify's unique resources, capabilities, and commitment to innovation that set it apart in the highly competitive music streaming industry. This paper has found three factors that contribute to Spotify's success through an approach of market research: collaborating with many artists to attract new users, offering users both free and paid services to allow users to choose the right program for them, and Spotify's choice of algorithms to push songs to users to improve the quality of the service. The article points out that Spotify's success isn't just in its strategy, but that its diverse content such as podcasts and high cross-platform compatibility are also essential to continued success.


Spotify, music streaming, future dominance, personalized recommendations, innovation


1. Spotify (n.d.). Spotify - about. [online] Available at:

2. Spotify. (n.d.). Stream on - Daniel Ek’s Opening Remarks Transcript. [online] Available at: [Accessed 10 Sep. 2023].

3. Buildd (2023). Spotify Marketing Strategy: How Spotify Won the Market by Vouching for ‘music for everyone’. [online] Buildd. Available at:

4. Sawers, P. (2023). Spotify Passes 500M users, but Its Premium Subscriber Portion Falls to 40%. [online] TechCrunch. Available at:

5. Robley, C. (2022). The Spotify Algorithm: What Musicians Need to Know. [online] DIY Musician. Available at: [Accessed 10 Sep. 2023].

6. Fleischer, R., & Snickars, P. (2017). Discovering Spotify—A Thematic Introduction. Culture Unbound, 9(2), 130-145. Retrieved from

7. Küng, L., & Dymek, M. (2018). Spotify Teardown: Inside the Black Box of Streaming Music. MIT Press.

8. Musical Pursuits (2022). Music Streaming Statistics in 2022 (US & Global Data). [online] Musical Pursuits. Available at:

9. Mohammad, M. G., Riaz, P., Farooq, R., & Adhia, A. (2021). Evaluating the impact of branding on music streaming services such as Spotify, Apple Music and Tidal have had on consumers. Information and Knowledge Management, 11(4), 73-82.

10. Hracs, B. J., & Siciliano, J. I. (2018). If the Song has No Price: The Commodification of Digital Music and the Need for Alternative Approaches. Culture Unbound: Journal of Current Cultural Research, 10(3), 233-252.

11. Kim, S. S., Malhotra, N. K., and Narasimhan, S. (2005). Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison. Information Systems Research, 16(4), 418-432.

12. Aguiar, L. and Waldfogel, J. (2018). Platforms, Promotion, and Product Discovery: Evidence from Spotify Playlists. [online] Available at:

13. Man, Y., Gao, C., Lyu, M.R. and Jiang, J., 2016, October. Experience report: Understanding cross-platform app issues from user reviews. In 2016 IEEE 27th international symposium on software reliability engineering (ISSRE) (pp. 138-149). IEEE.

14. Mok, L., Way, S.F., Maystre, L. and Anderson, A., 2022, May. The Dynamics of Exploration on Spotify. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 16, pp. 663-674).

15. Purba, V., 2020. Podcaster's Awal Minggu Communication Strategy in Creating Podcast Content on the Spotify. Diakom, 3(2), pp.148-156.

16. Diaz, F., 2017, August. Spotify: Music access at scale. In Proceedings of the 40th International ACM SIGIR Conference on Research and Development in Information Retrieval (pp. 1349-1349).

17. Aguiar, L. and Waldfogel, J., 2021. Platforms, power, and promotion: Evidence from Spotify playlists. The Journal of Industrial Economics, 69(3), pp.653-691.

18. Sun, H. and Sun, H., 2019. Case study—spotify. Digital Revolution Tamed: The Case of the Recording Industry, pp.135-170.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
ISBN (Print)
ISBN (Online)
Published Date
01 March 2024
Communications in Humanities Research
ISSN (Print)
ISSN (Online)
01 March 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated