During the SXSW conference on Friday, Spotify Co-CEO Gustav Söderström announced the upcoming launch of a new beta feature designed to empower listeners to review and edit their Taste Profile. This marks the first time users will have direct control over this algorithmically generated model of their music preferences.
The Taste Profile is a cornerstone of Spotify’s personalized recommendations, driving popular features such as the curated Discover Weekly playlists, tailored Made For You suggestions, and the highly anticipated year-end review, Spotify Wrapped, among others.
Initially rolling out to Premium subscribers in New Zealand, the feature will allow users to consolidate and view all their listening data—encompassing music, podcasts, and audiobooks—within a single section of the app. From there, users can actively modify their profile and fine-tune future recommendations by specifying preferences for more or less of a particular genre or "vibe." These adjustments will instantly be reflected in the suggestions presented on the app’s Home page.
Accessing the Taste Profile will be straightforward: users simply tap their profile picture and scroll down. Edits and refinements can be made intuitively using natural language prompts.
While Spotify had previously offered limited tools to remove certain tracks or playlists from a user's Taste Profile, these were not comprehensive. Coupled with the largely opaque nature of the Taste Profile itself, users frequently expressed dissatisfaction, feeling that the app’s recommendations often failed to accurately reflect their true interests.
In today's connected households, account sharing is common. Family members often access Spotify through shared smart speakers or smart TVs in living rooms, or teens might take control in CarPlay during a drive, inadvertently influencing the primary user's profile.
Furthermore, users often listen to content that doesn't genuinely represent their "taste," such as sleep sounds, ambient tracks for relaxation, or music played to entertain children. Remembering and manually removing these specific tracks or playlists can be time-consuming and impractical, leading to a cluttered Taste Profile filled with irrelevant content.
This issue has significantly impacted, and in many cases, marred, the annual Spotify Wrapped experience for numerous individuals, particularly due to children's use of parent accounts. Spotify users have consistently requested a solution to this problem for years.
Spotify has indicated that the Taste Profile feature will commence its rollout in New Zealand in the coming weeks, with plans for expansion into additional markets thereafter.
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