Personalização de playlists e retenção de usuários no spotify.

Abstract

This summary sought to analyze how playlist customization influences user retention of the Spotify application. Based on the uses and gratifications theory, adapted from the model by Mantymaki and Islam (2015), a model was developed to be tested with structural equation modeling (SEM) using smartPLS 4 software. online with a sample of 698 respondents. Analysis of the results shows that consumers experience a sense of fun, pleasure and satisfaction when using the Spotify streaming application to consume music. Furthermore, the convenience of being able to enjoy music anywhere shows that users of the streaming service feel more liberated, especially as it eliminates the need to store and download music locally. In this context, the platform creates a personalized and engaging experience, which strengthens users' emotional bond with the service and encourages their loyalty over time.