Beyond Editorial Playlists: Building Streaming Growth That Lasts

For years, landing on a DSP editorial playlist felt like the ultimate milestone. A placement on New Music Friday or New Music Daily was once seen as the fast track to success. In 2025, that thinking is outdated. Playlists still matter, but they’re no longer the main driver of long-term growth.

From early shortcuts to sugar rush success

In the early days of streaming, a single editorial placement could propel an unknown artist to millions of streams. But these bursts of visibility often proved fleeting. The next release rarely matched the same performance, and streaming spikes didn’t always translate into ticket sales or loyal fans. Playlists created a “sugar rush” effect: rapid growth with little foundation.

The fragmented landscape of today

The playlist ecosystem has since expanded and diversified. Flagship editorial playlists still exist, but they now sit alongside mood-driven lists, genre niches, and personalized recommendations.

The shift to personalization has been the most significant change. Today, listeners see playlists tailored to their habits, with algorithms surfacing songs most relevant to each individual. That means a placement with a million followers may not deliver huge numbers, while a smaller or more targeted playlist can drive stronger engagement.

Why the “playlist win” mindset doesn’t work anymore

Treating a playlist add as the ultimate goal is limiting. Not every playlist placement is a good fit, and success is no longer measured by follower counts or high-profile positioning. What really matters is whether the audience reached is the right one — and whether they come back to listen again.

What to focus on instead

Editorial placements should be part of the plan, not the entire plan. To build a foundation that lasts, labels and artists should focus on:

• Building community: Streaming numbers mean little if they don’t translate into fans who engage beyond the platform.
• Strengthening storytelling: Content, narrative, and brand identity give listeners a reason to care and return.
• Activating catalog: Older tracks can drive steady growth when marketed effectively, often outperforming brand-new releases.
• Driving engagement signals: Saves, replays, and playlist adds feed the algorithms that power personalized recommendations.
• Quality first: Strong songwriting and production are still the ultimate driver. Without music that resonates, momentum fades quickly.

The takeaway

Playlists remain an important promotional tool, but they can’t carry a strategy on their own. Real success comes from combining editorial moments with deeper fan engagement, consistent storytelling, and smart catalog marketing. When the foundation is strong, playlists amplify momentum instead of being the only source of it.

Explore more insights on how playlists fit into today’s landscape on our YouTube Channel.