Spotify brings commenting feature to its Podcasts, eyes social hub for all things audio
Now, you can do more than just hit play.
Spotify just dropped a game-changer for the way its podcasters interact with their listeners as it begins to roll out a feature that allows its 615 million listeners to comments on podcasts.
Gone are the days of needing a separate platform to dissect that mind-blowing plot twist or share a laugh about an inside joke with fellow listeners. Now, you can do it all right within the Spotify app.
This new feature previously in beta, builds on the interactive features like polls and Q&A that Spotify introduced in 2021. Comments allow you to leave your thoughts directly on an episode page, fostering a sense of community around your favorite shows.
But the engagement goes both ways, Podcast creators can also now like and respond to your comments, keeping the conversation flowing. This is on top of a new Spotify for Podcasters app that enables podcasters to manage their shows – including managing their presence on Spotify, and access other insights and analytics about their audience.
This addition to comments is part of a larger trend by Spotify to transform their platform into a social hub for all things audio. Remember the addictive, swipe-friendly discovery feed they rolled out last year? That was all about streamlining your podcast discovery journey. They've also been revamping artist profiles, allowing you to follow creators, snag their merch, and catch their latest updates through "Stories."
It's worth noting that Spotify's approach is a far cry from Apple Music's past attempts at social features (RIP to iTunes’ new social network, Ping). Spotify seems to be taking a more measured approach, gradually introducing features that enhance the social experience for both listeners and creators.
For instance, the in-app video feeds introduced last year were a clear nod to the captivating format of TikTok. And as Spotify's CEO Daniel Ek himself admitted during the company’s Q1 2024 earnings, they're actively learning from industry leaders and incorporating those trends to improve the user experience.
Speaking of trends, Spotify is also venturing into the world of video podcasts, taking aim at YouTube's dominance. With a library boasting over 250,000 video podcasts already, it's clear they're serious about becoming the ultimate audio destination.
In all, it is clear that Spotify wants you to do more than just hit play. These features are bricks in the wall to build Spotify into not just another music streaming app but a social network centred around all things audio.
Emmanuel Umahi
