Most people have more unique tastes. Spotify keeps tabs on what you listen to, how often you listen to it, how much of it you listen to, which playlists you put it in. It compares that against what everyone else does. It knows what you want to listen to right now and it gives you something brand new that you've never heard of, from an artist you've never heard of, from the other side of the planet, that only a few dozen people have ever heard, and it's the most amazing thing you've ever heard.
And again and again. I've built up a massive catalog of hundreds of artists nobody has ever heard of before, but I found them because Spotify knew that I would love them.