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| Type | Working Paper |
| Scope | Discipline-based scholarship |
| Title | Platforms, Promotion, and Product Discovery: Evidence from Spotify Playlists |
| Organization Unit | |
| Authors |
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| Language |
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| Institution | National Bureau of Economic Research |
| Series Name | NBER Working Paper Series |
| Number | 24713 |
| Number of Pages | 42 |
| Date | 2018 |
| Abstract Text | Digitization has vastly increased the amount of new music produced and available directly to consumers. While this has levelled the playing field between already-prominent and new artists, creators maynow be dependent on platform decisions about which songs and artist to promote. With Spotify emergingas a major interactive streaming platform, this paper explores the effect of Spotify’s playlists on boththe promotion of songs and the discovery of music by new artists, using four approaches. First, weexamine songs’ streaming volumes before and after their addition to, and removal from, major globalplaylists. Second, we compare streaming volumes for songs just on, and just off, algorithmic top 50 playlists. Third, we make use of cross-country differences in inclusion on New Music Friday lists,using song fixed effects to explain differences in streaming. Fourth, we develop an instrumental variables approach to explaining cross-country New Music Friday rank differentials based on home bias. Beingadded to Today’s Top Hits, a list with 18.5 million followers during the sample period, raises streams by almost 20 million and is worth between 116,000 Dollar and 163,000 Dollar. Inclusion on New Music Friday lists substantially raises the probability of song success, including for new artists. |
| Free access at | Official URL |
| Official URL | https://www.nber.org/papers/w24713 |
| Other Identification Number | merlin-id:18480 |
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