Spotify is rolling out a new feature that allows listeners to comment on podcasts.
Creators can choose to enable or disable comments for entire series or specific episodes, and comments will be private by default, requiring creator approval before appearing.
The updated Spotify for Podcasters app and website will allow creators to manage and respond to comments, control comment visibility, track analytics, receive notifications, and access audience insights.
The rollout of the new comments system will take a few weeks to reach all Spotify users and markets.
Spotify aims to transform podcasting by fostering a more dynamic community through interactive features like comments, Q&A, and polls.
Listeners engaging with these interactive features are more likely to return to a show and spend more time listening.
Interactive features like polls and Q&As on Spotify have seen significant engagement, with 9 million listeners participating in 2022, an 80% year-over-year increase.
The podcast comments feature puts Spotify in direct competition with YouTube for creator-listener interaction, especially after expanding into video podcasts, with over 250,000 video podcasts available on the platform now.
Spotify plans to introduce more interactive features for podcasts in the fall and improve the comments experience based on feedback from podcasters and listeners.
Spotify's podcasting strategy has shifted towards serving as a platform for all podcasters, becoming profitable.
The new commenting feature does not have immediate monetization plans but may identify super fans in the future, potentially introducing paid-for fan badges.
Comments could also draw users back to the app through push notifications.
Marketers are optimistic about the future of podcast advertising, with 62% of those who have invested in it before projecting increased ad spend in the coming years, and in Singapore, 37% expecting a significant increase, while only 11% expect a decrease.
While there are no significant changes to Apple Podcasts in the iOS 18 update, there's a possibility that Apple may enable podcast comments in future updates following competitor trends.
Sources: Mashable, The Verge, Engadget, TechCrunch, 9to5Mac, Marketing-Interactive, afaqs, Lowyat, Tech Times, WebProNews, The Shortcut, Android Headlines, PhoneArena, NerdsChalk, Digital Music News, Android Authority, How-To Geek, Trend Hunter, RouteNote, Android Police
This article was written in collaboration with Generative AI news company Alchemiq.
