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Navigate the Future Blog

by Dave Van Dyke, President
Bridge Ratings Media Research

The Problem with Background Listening: Why Active Engagement Matters for Artists & Radio Listeners

Dave Van Dyke March 9, 2025

Radio and streaming platforms like Spotify shape listening habits.

For artists and radio, passive listening reduces engagement. One of the most striking problems is the dominance of background, or “lean-back,” listening—where music becomes a passive, mindless experience. This shift toward algorithm-driven, mood-based consumption raises critical concerns for listeners, artists, music culture, and even listeners themselves.

Background Listening: The Algorithm’s Dream, The Artist’s Nightmare

Background listening refers to music played with minimal engagement— for streaming users select a playlist (often algorithmically curated) and let it run, rarely paying attention to the artists, song structures, or lyrics. While radio doesn’t generally use algorithms to program music, the effect can still be the same. These are not albums or artist-curated projects but rather collections of songs assembled for a specific mood or function.

This type of listening is highly profitable for streaming services and may build longer listening occasions for radio. . Users stay on the platform for long periods, generating ad revenue (for free-tier listeners) and increasing retention for paid subscriptions. But for artists, it’s a different story. Background listening devalues their work by reducing songs to interchangeable sonic wallpaper, stripping away artistic intent and emotional connection.

Since royalties are paid per stream, not per minute listened, passive listening also means songs must cater to the algorithm’s preferences—shorter runtimes, immediate hooks, and a non-disruptive sound profile. This shifts the creative process away from artistry and toward gaming the system. This leads to a flood of homogenous, mood-driven music, where artists are less incentivized to take creative risks or build deep fan connections.

Active Listening: A Lifeline

On the other hand, active or “lean-in” listening involves engagement— good for artists - great for radio station loyalty. This kind of listening creates deeper connections between artists or radio stations and fans, fostering loyal audiences rather than passive consumption and recognition.

Engaged listeners are far more valuable than passive ones. These fans attend concerts, buy merchandise, and follow an artist’s career rather than just stumbling upon a track in a playlist. For radio engagement equals ratings and brand loyalty.

The Mindlessness of Passive Consumption

The problem with background listening isn’t just its impact on artists or music radio —it also degrades the listening experience itself. Music becomes a tool for productivity or relaxation rather than to be appreciated. This passivity makes music disposable, stripping it of its cultural and emotional significance.

While music has always had a functional aspect (background music in cafes, radio in cars), streaming services have taken this to an extreme. When playlists are designed to fade into the background, the artistry that makes music meaningful is lost. Songs become indistinguishable, and listening becomes a habit rather than an experience.

Which Is Better?

From an artist and radio active listening is unquestionably better. It fosters deeper connections, more sustainable artist careers, brand loyalty for radio stations vying for frequent use and daily listening occasions which can generate powerfully responsive audiences.

The streaming economy is built on passive listening, meaning artists and industry professionals must find new ways to encourage engagement—through storytelling, fan communities, and alternative revenue streams like live performances and direct-to-fan platforms.

Ultimately, the question isn’t whether background listening is inherently bad—it’s whether it should be the dominant mode of music consumption. When music becomes purely functional, artists suffer, and radio listeners lose the richness of an immersive, intentional musical experience.

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Spotify’s Playlist Ecosystem: The Mood Machine at Work

Dave Van Dyke March 6, 2025

Spotify’s rise to dominance in the music streaming industry is largely built on its playlist ecosystem—a system designed not just to serve listeners but to shape their habits, emotions, and even the music industry itself. Spotify’s playlists function as a passive, algorithm-driven experience that prioritizes mood-based listening over active engagement with artists or albums. The result? A platform that subtly influences both listener behavior and the music being created.

Playlists as a Tool of Passive Consumption

Spotify’s playlists, especially its mood-driven ones (like Chill Vibes, Deep Focus, and Sad Indie), push users toward passive consumption. Instead of searching for specific artists or albums, listeners let the algorithm guide their choices. This shift benefits Spotify in two key ways: it increases the amount of time people spend on the platform and allows the company to exert control over music discovery.

For artists, this presents a challenge. Instead of building a fanbase through deep engagement, many now aim to land on playlists with high follower counts. The emphasis shifts from artistic identity to creating music that fits within an algorithmically curated sonic landscape. Songs become shorter, instrumentals more ambient, and vocals less distinctive—all optimized to slide seamlessly into Spotify’s mood playlists.

The Death of Genre and the Rise of “Vibe”

Spotify’s playlist-driven ecosystem also plays a role in eroding traditional genre distinctions. Where radio once organized music into clear formats—rock, hip-hop, country—Spotify organizes it by “vibes.” Playlists like Lo-Fi Beats or Peaceful Piano group songs not by their historical or cultural roots but by how they make listeners feel. This categorization rewards sonic sameness over innovation.

This system doesn’t just change how people listen—it changes what gets made. Artists aiming for playlist placements may find themselves chasing a vague aesthetic rather than pushing creative boundaries. In this world, a song’s function (does it help someone concentrate? Does it create a relaxed atmosphere?) matters more than its meaning or context.

Spotify’s Role as the Invisible DJ

Perhaps what is the most striking on this analysis of Spotify is that it acts as an invisible DJ, subtly shaping the sound of contemporary music without listeners realizing it. Unlike traditional radio DJs or magazine critics who made subjective (and sometimes controversial) recommendations, Spotify’s algorithm appears neutral. But this neutrality is an illusion.

Spotify’s control over its biggest playlists gives it immense power in determining who gets heard. While independent curators once shaped music discovery, today, Spotify’s editorial team and algorithmic processes act as gatekeepers. The result? A landscape where a select few artists, often those who work well within the platform’s sonic framework, dominate streaming numbers while others struggle to gain visibility.

The Future of Playlist Culture

Spotify’s playlist ecosystem isn’t going anywhere, and for many listeners, it provides an easy, frictionless way to enjoy music. But there are trade-offs. The shift from active engagement to passive consumption, from genre to vibe, and from artist-driven discovery to algorithmic curation raises important questions about the future of music.

For artists, resisting the “mood machine” means finding ways to connect with audiences beyond playlists—through live shows, direct-to-fan platforms, or even old-school album narratives. For listeners, it means recognizing that every playlist is curated with an agenda, even if it’s not immediately visible. The algorithm may be powerful, but at the end of the day, music is most meaningful when it’s chosen, not just served.

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The Future of Podcasting: A Video-First Landscape?

Dave Van Dyke February 27, 2025

Is YouTube Running Away with Podcasts? The Numbers Say Yes

Podcasting has undergone a dramatic evolution, moving far beyond its audio-only roots. Now, it appears that YouTube has taken the lead as the dominant platform for podcast consumption. According to YouTube itself, more than 1 billionpeople globally engage with “podcast content” on the platform each month—a staggering statistic that underscores a major shift in listening habits.

While traditional podcasting platforms like Spotify and Apple Podcasts remain significant players, YouTube's surge is powered by its unique advantages: video integration, algorithm-driven discovery, and strong monetization opportunities. As podcasting increasingly becomes a visual medium, YouTube’s ability to blend video with on-demand audio has made it the go-to destination for both casual listeners and dedicated fans.

Why Is YouTube Winning?

YouTube’s rise as a podcast powerhouse can be attributed to several key factors:

  1. Massive Built-In Audience – YouTube is already the world’s second-largest search engine (after Google), meaning content discovery is easier than on traditional podcast platforms. Listeners don’t have to go out of their way to find podcasts—they’re already on YouTube watching content, and podcasts naturally surface through recommendations.

  2. The Rise of Video Podcasts – While audio-only podcasts are still popular, video podcasts are rapidly growing. Creators and listeners alike favor video formats for their ability to provide deeper engagement, body language cues, and a more immersive experience. Popular podcasts like The Joe Rogan Experience, The Diary of a CEO, and Lex Fridman Podcast have all embraced video, using it to expand their reach.

  3. Smart TV Dominance – YouTube recently reported that TV screens are now its top platform for U.S. users, meaning people aren’t just watching short clips on their phones—they're consuming long-form content, including podcasts, on their smart TVs. This shift aligns perfectly with the trend of podcast listeners treating their favorite shows like on-demand talk shows.

  4. Monetization & Revenue Sharing – Unlike Spotify or Apple Podcasts, YouTube provides multiple ways to monetize podcasts, from ads to channel memberships to super chats during live recordings. This financial incentive makes it more attractive for podcasters to publish on YouTube.

Can Spotify Compete?

Spotify, recognizing the video podcasting trend, has ramped up efforts to keep pace. Last month, it launched its Podcast Partner Program, offering enhanced monetization for video podcast creators. It has also introduced AI-powered tools to translate and narrate podcasts into multiple languages, expanding its potential reach. Additionally, Spotify’s commenting features and its willingness to host non-podcast video content suggest that it is trying to mirror some of YouTube’s strengths.

But will it be enough? YouTube still holds the advantage in search, audience size, and discoverability, while Spotify remains largely dependent on its existing subscriber base.

The Future of Podcasting: A Video-First Landscape?

The key takeaway from YouTube’s dominance is clear: the future of podcasting may not be audio-only. The term “podcast” is evolving to encompass both audio and video formats, as platforms recognize that many audiences prefer a blended experience.

  • For creators, this means adapting to video if they want to maximize reach and monetization.

  • For platforms, it means competing on discovery tools, user experience, and revenue opportunities to attract podcast creators and listeners.

While Spotify, Apple, and other platforms will continue to innovate, YouTube is currently running away with the podcasting market—and unless competitors make major moves, that lead could become insurmountable.

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How On-line Playlisting Can Save Music Radio

For music programmers who have been utilizing on-demand streaming data to properly align their on-air music with true music consumption, here's some news: Playlisting has become the dominant way most music fans listen.

At Bridge Ratings we have been tracking music consumption through on-demand streaming services for over four years. We now share this data with our music radio clients seeking to properly align their on-air song exposure to their listeners' actual consumption.

In a typical year we process and analyze hundreds of millions of streams from across the U.S. and, more specifically, by market and station.

Over the past three years we have undertaken an analysis of music streaming consumption and learned almost immediately in the fall of 2015 that playlisting plays a significant role in the way the average person consumes music through on-demand streaming platforms.

Playlist is a term to describe a list of video or audio files that can be played back on a media player sequentially or in random order. In its most general form, an audioplaylist is simply a list of songs, but sometimes a loop.

What We've Learned

[More...]

Read the full article in the Navigate the Future Blog.

For further information or advisement contact Dave Van Dyke:  dvd@bridgeratings.com  |  (323) 696-0967

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