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. Interactive features like polls and Q&As have already seen significant engagement, with 9 million listeners participating this year alone, an 80 percent increase from last year.
By adding comments, Spotify aims to strengthen creator communities, boost listener retention, and 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 2021 and expanded in 2022 — Spotify now boasts over 250,000 video podcasts.
TechCrunch notes that internal company data reveals that interactive listeners are four times more likely to return to a show within 30 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.
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.
