![]() In 2017, Netflix replaced its five-star rating system with a simpler thumbs-up and thumbs-down, which in turn generates a "percent match" score that shows Netflix's estimated probability of a given user liking a movie or show. Netflix, similarly, has failed to meaningfully improve its user recommendations. We just need to look inward to understand what we like - and Spotify wants to help us with that.ĭeliberate or not, this misunderstanding of how taste develops may explain why the algorithmic recommendations provided by apps like Spotify haven't improved all that much, at least relative to expectations. We're not waiting for anyone to tell us what's cool, Spotify implies. Taste is deeply social, but Spotify's user experience pretends it's not. ![]() "Your brain basically gets tuned to the environment around it," McGill University neuroscientist Robert Zatorre said. ![]() A 2016 MIT study found that "musical preferences seem to be mainly shaped by a person's cultural upbringing and experiences rather than biological factors." The researchers detected a "profound cultural difference" in different cultures' responses to consonant and dissonant sounds. In music, art, and many other domains, our preferences are largely the result of the culture in which we have grown up - a multitude of people around us telling us what's cool. In other words, from this algorithmic perspective, our taste is intrinsic and immutable rather than an ever-changing result of our ongoing interactions with our environment. These algorithmic efforts to discern the precise nuances of users' individual preferences, by iteratively feeding their in-app behavior back to them, reflect a belief that personal taste is a product of nature rather than nurture. It often indicates a user profile.īut Spotify, along with Netflix and many other digital products that provide personalized media recommendations, failed to realize what my friend already knew: Cool recommendations come from cool people. Account icon An icon in the shape of a person's head and shoulders.
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