Spotify Adds Commenting Feature to Podcasts

Produced by Daniel Aharonoff & Mogul Media AI -

Spotify is stepping up its podcast game with a new feature that lets listeners comment on episodes. This new interactive element, launching this week, is the Sweden-based company’s attempt to increase retention and engagement amongst its listeners. First reported by TechCrunch, the new feature will allow podcast hosts to like and respond to comments with complete control over which ones are displayed.

Enhancing Listener Engagement

Interactive features like polls and Q&As have already seen significant engagement, with millions of listeners participating this year alone—an impressive 500 percent increase from last year. By adding comments, Spotify aims to:

  • Strengthen creator communities
  • Boost listener retention
  • Increase podcast consumption

This move places Spotify in direct competition with YouTube for creator-listener interaction. Following its foray into video podcasts—first tested in 2020 and expanded in 2021—Spotify now boasts over 100,000 video podcasts.

Data-Driven Strategy

TechCrunch notes that internal company data reveals that interactive listeners are four times more likely to return to a show within 90 days and listen to twice as many podcasts as non-engagers. Additionally, listeners have expressed a strong desire for more interaction, with over 70 percent wanting additional ways to connect with their favorite hosts.

Optional and Controlled Interaction

The new commenting feature will be optional for now, allowing creators to manage it per episode. Creators can also approve comments, ensuring high-quality discussions.

Spotify’s initiative to integrate comments into its podcast platform marks a significant step towards fostering a more interactive and engaging environment for both creators and listeners. As the company continues to innovate, it remains to be seen how these new features will reshape the podcast landscape.

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