Spotify Launches New Comments Feature to Engage Fans: A Game Changer for Podcasters

For the first time, podcasters can directly engage with their fans and build a stronger relationships with their audiences thanks to a new feature introduced by Spotify.

On Tuesday, Spotify rolled out ‘Spotify for Podcasters mobile app’ that allows podcasters an easier way to interact with listeners, manage their presence on Spotify, check their latest stats, and track growth in real-time. Listeners can now leave comments directly on podcast episodes, sharing their takeaways on topics that resonate most with them.

What’s new about Spotify’s comments feature?

The new comments feature expands on the Q&A and polls functionality Spotify introduced in 2021 as a way to bring interactivity into the podcasting industry.

Speaking while on For the Record Podcast, Maya Prohovnik, VP of Podcast Product at Spotify said the new feature was long overdue and will make the lives of podcasters easier.

“Podcasts have historically been a one-sided format and, while we’ve offered other interactivity features like Polls and Q&A for some time, people have told us they want more ways to connect directly. Now, for the first time, listeners can actually have a two-way conversation with their favorite podcast hosts on Spotify, podcasters can get near-immediate feedback from their audiences, and real communities can form around shows. I think that’s incredibly powerful.” said Prohovnik.

Why are Comments such an important addition to podcasts?

For years podcasters have been calling for podcast platforms like Spotify to have more ways to engage with their listeners such as a comment section. In a recent Podcasting Tech episode, veteran broadcaster Simon Constable, who hosts “Constable Confidential” said the lack of direct feedback from audiences was holding back podcasting.

“It would be really nice if the podcast platforms like say Spotify, and I'm picking that one because it's a very easy one to use, could have ways to give more feedback, you know, comments, a comment section from some people. One of the things that you'll know, from radio and from any journalism content you put out there in many ways, you don't get much feedback externally. You might get it from your editor, from your producer, whatever that is.” Simon told host Mathew Passy. 

Simon's tips on leveraging credibility, audience engagement, and the importance of staying informed are invaluable. 

The future of podcast engagement

While the comment feature is not currently monetized, it holds the potential to drive increased user engagement and time spent on the app. More than 9 million unique listeners have interacted with a Q&A or poll in 2024 alone, and there has been 80% year-over-year growth in the number of total Q&A responses and votes from listeners, according to Spotify.

For now, Spotify will monitor how creators and listeners utilize the new comment feature, gathering insights to inform future enhancements and refinements. 

Podcasters can use Spotify for Podcasters on their desktop or with the new mobile app to interact with their listeners.