With the recent launch of comments on podcasts, Spotify is continuing to build a social networking experience within its app. This feature allows podcasters to engage with their listeners directly within Spotify, similar to other interactive features like Polls and Q&As. The addition of comments on podcast episode pages is a significant step towards creating a social network centered around audio content.
A Social Network in Audio
Spotify’s app is no longer just a music-streaming platform but has evolved into a comprehensive audio experience. With the 2023 revamp, the company added several features that enhanced user engagement and interaction with creators. These include:
- TikTok-like discovery feed: A personalized feed that recommends new content based on users’ listening habits.
- Artist profiles: Where creators can showcase their merchandise and concert tickets, making it easier for fans to support them.
- Post-to-stories feature: Similar to Instagram stories, allowing artists to share behind-the-scenes content with their followers.
Support for Comments on Artists’ Pages
The introduction of comments on podcast episode pages has sparked interest in whether Spotify will extend this feature to music artists’ pages. This could be a more compelling addition to the app, as fan bases around musicians tend to be larger and more active than those around most podcasts.
When speaking with Spotify’s VP of Podcast Product, Maya Prohovnik, about the launch of comments, we asked about adding support for comments on artists’ pages, too. Prohovnik didn’t outright deny that such an idea was under consideration but mentioned that the company would always want to do what is right for the format and its creators.
Lessons from Apple’s Social Network Attempts
Spotify’s top competitor, Apple, attempted to build a social network in its music app with Ping in 2010. However, it failed to gain traction during Steve Jobs’ lifetime and was eventually shut down in 2012. Apple tried again with Connect, but it didn’t last either.
Unlike Apple, Spotify has taken a more subtle approach to building a social network within its app. The company has introduced features that enhance user engagement and interaction with creators, without making bold declarations about its intentions.
Influences from TikTok
Spotify’s CEO, Daniel Ek, has mentioned the influence of TikTok on the company’s product development. The addition of features like discovery feeds and post-to-stories have been inspired by the short-form video platform.
By incorporating elements from social networks like TikTok and Instagram, Spotify is creating an audio experience that competes with larger social media platforms for users’ time and attention.
Chasing YouTube
Spotify’s goal is to compete with YouTube for ad dollars spent on social networks. With the addition of comments on podcast episode pages and other features, the company is well on its way to achieving this objective.
The evolution of Spotify’s app into a comprehensive audio experience has been significant. By incorporating social networking features, the company is creating an environment that fosters user engagement and interaction with creators. As the market continues to shift towards more interactive experiences, Spotify’s strategy will be crucial in determining its position within the industry.