Spotify is expanding its social networking experience by introducing comments on podcasts, marking a shift from just being a music-streaming app. Podcasters can now engage directly with their listeners through comments, Polls, and Q&As on Spotify. The app’s recent overhaul in 2023 introduced a TikTok-style discovery feed, artist profiles for selling merchandise and concert tickets, and the ability to post stories, creating a more interactive social network focused on audio content.
With the addition of comments on podcast episode pages, Spotify is moving towards building a more social platform, prompting speculation about whether similar features will be introduced for music artists. Supporting comments for music artists could further enhance user engagement, given the active fanbases of musicians compared to podcasters.
During a conversation with Spotify VP of Podcast Product Maya Prohovnik, the potential for adding comments on artists’ pages was hinted at, suggesting that Spotify is considering expanding this feature to other content formats in the future.
Unlike Apple’s unsuccessful attempts at creating a music-focused social network with Ping and Connect, Spotify has taken a more subtle approach to enhancing social features for creators and fans. By gradually introducing features inspired by platforms like TikTok, Spotify is adapting to current trends and user preferences to improve the overall user experience.
Spotify has also introduced new tools for artists to connect with fans, such as Spotify Clips and Countdown Pages, along with features like Spotify Wrapped and real-time playlist collaboration. The platform is evolving into more than just a music streaming service, aiming to keep users engaged and compete for their time against traditional social networks.
