Spotify expands its interactive features and consolidates its role as the reference platform for audio content.
Spotify is constantly evolving and offering new features that improve the user experience. As competition in the podcasting market grows, the Swedish platform stands out through constant innovation and Strategies aimed at increasing audience engagement. In recent years, Spotify has introduced numerous interactive tools that have transformed the way users consume audio content.
The platform is no longer limited to music: with Introducing video podcasts, the app has got a new multimedia dimension. This approach has led to significant growth in podcast consumption and has attracted an increasingly larger and more diverse audience. Spotify’s next move, which is set to further strengthen its leadership role in the industry, is set to once again revolutionize the interaction between creators and listeners.
Spotify tries to be a more “social” app
Spotify’s main innovation is Possibility for listeners to comment on podcast episodes. This interactive feature, first reported by TechCrunch, will allow users to voice their opinions directly under the episode, creating a new level of engagement. Podcast hosts will be able to like and reply to comments, while maintaining full control over where comments appear
Comment introduction is added Other interactive features are already present on Spotify, such as polls and Q&A, which achieved significant success. In 2024, more than 9 million listeners participated in these interactions, an 80% increase from the previous year. This demonstrates a clear interest from users in a more dynamic and participatory mode of use.
Spotify’s goal with this new feature is two-fold: on the one hand, to strengthen creator communities, and on the other hand, Increase audience engagement. Interactive audiences, according to company insiders, are more likely to pay for subscriptions and other types of services.
In addition to improving the listener experience, Spotify aims to increase the use of podcasts, Consolidating YouTube’s role as a major competitor in the interaction between creators and audiences. Following the introduction of video podcasts, first tested in 2021 and expanded in 2022, the platform now hosts over 250,000 video podcasts. This has significantly expanded the content offering and attracted a larger and more diverse user base.
The new commenting feature will be optional for creators, who can manage it on an episode-by-episode basis. This will ensure high-quality discussion, as creators will have the ability to approve comments before they are published. In this way, Spotify ensures a safe and constructive interaction environment, responding to the desire expressed by more than 70% of listeners for more ways to connect with their favorite hosts.
