When you browse through official Spotify playlists and personalized mixes, it often feels like the same handful of artists dominate the list. Whether it’s a pop hit or a viral song from TikTok, the streaming platform seems to push familiar names to the point one can’t even avoid them. So, why does this happen? As it turns out, behind that endless scroll of songs is an algorithmic system that might be quietly shaping not only what we listen to, but the entire future of the music industry.
Algorithm as gatekeepers
Spotify’s curation model blends human editors with algorithmic techniques, which the company calls “algotorial”. In theory, this collaboration balances taste and technology, but in reality, the algorithm usually takes the lead, analyzing skips, likes, replays, and listening history to decide what ends up in your personalized mixes. According to Spotify’s own engineering team, these systems are designed to increase engagement and keep users listening for as long as possible. The same usually goes for non-personalized playlists.
A recent study of INFORMS found that landing a spot in Today’s Top Hits or New Music Friday considerably boosts a song’s engagement and long-term listener growth. In other words, being added to a Spotify-curated playlist can transform a career overnight. Yet, engagement doesn’t necessarily mean discovery. The same study suggests that algorithms typically reinforce existing popularity, controlling which artists are heard and which stay in the shadows. For example, while being extremely popular worldwide, Spanish-speaking singers like Karol G and Bad Bunny are rarely seen in Today’s Top Hits. So, should we believe that global listening numbers really are the only factor going into the selection process? Or is there something more at large? Even Spotify’s playlist model of “moods” (like “chill, “focus”, “good vibes”) has become a major gatekeeping mechanism.
Unequal music economy
Economic research backs this imbalance. Streaming makes up more than 60% of global music industry revenue. However, under the current pro rata model, Spotify collects all subscription and ad revenue and distributes it based on each artist’s share of total streams, with payouts ranging from roughly $0.003 to $0.005 per stream in 2025. That means that an artist would need between 200,000 and 350,000 streams simply to reach about $1,000. Free services like Spotify’s ad-supported tier for listeners help independent artists reach new audiences, but, as proven, the payoff is minimal. This tradeoff of “exposure instead of fair pay” creates a cycle where artists depend on streaming platforms for discovery while earning only a fraction of what their work might have once brought through album sales. Major record labels have the power to negotiate better rates for their artists, but independent musicians lack that leverage. The price of music, like other arts in modern day, doesn’t represent its worth.
Shaping the sound of music
Streaming doesn’t just determine who gets heard, it can even change what gets made. Because revenue depends on repeat plays, artists are subconsciously incentivized to create short, catchy, and easy-to-loop tracks and to focus on singles over fully fleshed-out albums. We already see this tactic on TikTok with artists like BBNO$ that constantly launches songs that fit trending sounds. This shift aligns perfectly with Spotify’s algorithmic goals of maximizing playtime and minimizing skips, resulting in a musical landscape where everything sounds identical and stale. With all that said, can the system change?
Streaming isn’t disappearing anytime soon, but its influence on music and who gets to succeed in the industry, is still in the making. As listeners, awareness can be part of the fix. Going out of your way to follow smaller artists, exploring community-made playlists, and supporting musicians directly through concerts, physical albums (CDs & vinyls), and merch, can all push back the harrowing effects of music streaming services. Another way is to find artists through other platforms, like TikTok, YouTube, and SoundCloud, where independent artists thrive and listeners don’t have to necessarily pay to have the full service. Let’s bring back the freedom of listening to music!