How Loudness, Song Negativity and Playlist Personalization Can Increase Spotify’s Customer Retention

  • Paul D Berger
  • Tim Kennelly
Keywords: Spotify, Music streaming, United States Top 50, Stepwise regression analysis, Independent sample t-tests


In this paper, we consider the music streaming service provider, Spotify. We consider 14 attributes of a song (13 of which provided by Spotify, mostly subjective, a few objective) and analyze the relationship between these 14 attributes/"variables" and a song's position in the top 50 songs in the United States Top 50 playlist. Specifically, we first examine, for each of the 14 variables, whether the top 25 songs have a different mean from the mean of the bottom 25 songs. Then, we analyze, using linear multiple regression analysis followed by linear stepwise regression analysis, the relationship between position of the song on the playlist and the values of the 14 variables.

Author Biographies

Paul D Berger

Bentley University

Waltham, MA 02452


Tim Kennelly

Bentley University

Waltham, MA 02452



“About Spotify,” (2017). Press,

Berger, Paul D., R. Hanna, and S. Swain, (2006). "Collaborative Filtering: The Potential to Increase Advertising Efficiency," Advertising Express, The ICFAI University Press, 6, p11-14, May, 2006.

Dunn, Jeff (2017). “One Chart Shows How Streaming Services Are Dominating the Way Americans Listen to Music.” Business Insider, Business Insider, 20 July,

Effler, Geno (2016). “2016 Streaming Music Satisfaction Study.” J.D. Power, 27 Sept.,

García-Arista, Carlos (2017). “What Spotify's Data-Driven Marketing Campaign Can Teach Us About Localization and Personalization.” The Content Standard by Skyword, 14 April,

“Get Audio Features for a Track,” (2017). Spotify Developer,

Swanson, Kate, (2013). “A Case Study on Spotify: Exploring Perceptions of the Music Streaming Service.” Journal of the Music and Entertainment Industry Educators Association, vol. 13, no. 1, 2013, pp. 207–230., doi:10.25101/13.10.
How to Cite
Berger, P. D., & Kennelly, T. (2018, January 31). How Loudness, Song Negativity and Playlist Personalization Can Increase Spotify’s Customer Retention. EPH - International Journal of Business & Management Science (ISSN: 2208-2190), 4(1), 37-53. Retrieved from