Spotify launches smart filters to personalize music and podcasts
Spotify is giving users more control over how they experience music, podcasts, and audiobooks with the launch of a new personalization feature: smart filters. These filters allow Premium subscribers to sort their library by activity, mood, or genre, making it easier to find the right soundtrack for any moment.
The filters go beyond simple organization. Users can apply them to discover playlists, narrow down podcast and audiobook options, or even spark a session with Spotify’s AI DJ. The feature began rolling out on Friday and will initially be available on mobile devices and tablets in select markets, including the U.S., U.K., Australia, Canada, Ireland, New Zealand, and South Africa. Spotify expects the rollout to be completed in the coming weeks.
A Push for Personalization
The move is part of Spotify’s ongoing push to stand out in a crowded streaming market. Over the past year, the company has steadily introduced new personalization and creative tools to keep users engaged. In April, it debuted AI-powered playlist creation using text prompts, while May brought enhanced playlist management tools and custom cover art creation. Users can also interact with the AI DJ for tailored music recommendations and enjoy updates to flagship features like Discover Weekly.
These tools may seem small in isolation, but together they strengthen Spotify’s position as a platform designed around individual listening preferences — and make it harder for users to switch to rivals like Apple Music or YouTube Music.
Balancing Innovation With Usability
Not everyone, however, is thrilled with Spotify’s rapid pace of innovation. The app’s interface has been criticized for feeling increasingly cluttered as the company experiments with social features such as direct messaging, podcast comments, polls, Q&As, and story-like elements. The addition of music videos and video podcasts has further contributed to a design that some users feel resembles TikTok or YouTube more than a traditional music service.
For certain listeners, the growing complexity — combined with Spotify’s heavy reliance on algorithm-driven suggestions — has led to frustration, and in some cases, abandonment of the app.
Growth Despite Criticism
Despite these complaints, Spotify’s growth shows no signs of slowing. In its most recent quarterly report, the company announced that its global user base had climbed 11% year-over-year to 696 million, with paid subscribers reaching 276 million, a 12% increase.
By continuing to refine personalization while experimenting with new features, Spotify is walking a fine line between delivering convenience and overwhelming its audience. Whether smart filters strike the right balance may depend on how seamlessly they integrate into an app that’s already bursting with options.
