A New Era of Personalization: Shape Your Taste Profile on Spotify
Spotify has always been built around your taste. More than 80% of listeners say personalization is what they love most about us. Now we’re taking that even further by giving you more visibility and control over how your taste shapes your experience.
On stage at SXSW, our Co-CEO Gustav Söderström announced our next evolution in this space: the ability to review and directly shape your Taste Profile. This new beta feature will begin rolling out to Premium listeners in New Zealand in the coming weeks.
Taste Profile lets you see how Spotify understands your taste and shape it yourself, giving you the ability to steer what you see on the Spotify homepage. It brings together what you listen to across music, podcasts, and audiobooks, from the artists and genres you love to the habits that define your day. You might see that you’re starting to explore ’90s alternative rock, or gravitating toward hip-hop with distinctive influences.
If something doesn’t feel quite right, you can tell us by flagging when your profile misses the mark—asking for more or less of a certain vibe, or simply sharing what you’re in the mood for. Your input helps determine what gets prioritized, what gets dialed back, and what you discover next on the Spotify homepage.
Beyond listening patterns, Taste Profile is designed to capture new dimensions of your taste, like your current interests and habits. Maybe you’re training for a marathon and want more upbeat tracks for morning workouts, or maybe you like to listen to news podcasts during your weekday commute. These signals allow for even deeper personalization. You can shape your Taste Profile as much as you’d like, or leave it and enjoy Spotify as usual.
This is the next step in our vision to make personalization more transparent, responsive, and truly yours. It joins our latest beta launch, Prompted Playlist, which lets you steer the algorithm by creating playlists that tap into your full listening history or anything else you’re in the mood for. As we continue building the future of Spotify, we’re excited to help you shape an experience that grows and evolves alongside you.
