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YouTube Music has introduced new features to enhance user engagement, marking its tenth anniversary. The platform will now allow users to leave comments on albums and playlists, in addition to videos, and connect with like-minded individuals through “taste matching playlists.” These playlists will update daily based on the listening habits of joined users.

The new features also include a partnership with Bandsintown, which will provide YouTube Music subscribers with information about their favorite artists, such as new releases, merchandise, and live performances. Users who are deemed “top fans” and artists who achieve milestones in music video views will receive exclusive profile badges.

These updates bring YouTube Music’s features more in line with those of its competitors, such as Spotify. Spotify offers similar features, including Blend playlists, live event calendars, and artist milestones, as well as an integrated merch hub on artists’ pages. Apple Music also offers features that support fan engagement, including live performance set lists and shared playlists.

YouTube Music was launched as a standalone app in 2015 and has since undergone rebranding and expansion within the YouTube ecosystem. The platform has introduced a Premium tier, which offers subscribers access to generative AI features and a Recap feature similar to Spotify’s Wrapped. In February, YouTube Music announced that it had reached 100 million subscribers.

The introduction of these new features is part of YouTube Music’s efforts to enhance user experience and increase engagement. By providing users with more ways to interact with each other and with their favorite artists, the platform aims to strengthen its position in the music streaming market. With the music streaming landscape continuing to evolve, YouTube Music’s updates are a significant step towards remaining competitive. The platform’s growing subscriber base and expanding feature set demonstrate its commitment to providing a comprehensive music streaming service.