Spotify Transforms into a Social Network with New Podcast Comment Feature

Spotify is continuing its evolution from a music streaming app to a social network with the introduction of comments on podcasts.

This new feature allows podcasters to engage directly with their audience, building on other interactive tools like polls and Q&As. This shift is part of Spotify's broader strategy to create a social experience centered around audio.

The 2023 redesign of the Spotify app included a TikTok-inspired discovery feed, artist profiles for merchandise and concert ticket sales, and the ability to post stories. Now, with the addition of comments on podcast episodes, Spotify is further enhancing its social networking capabilities.

There's speculation that Spotify might extend this commenting feature to music artists, which could be a game-changer given the larger and more active fanbases of musicians compared to most podcasts. When asked about this possibility, Spotify VP of Podcast Product Maya Prohovnik hinted that the idea could be considered in the future, emphasizing the importance of tailoring features to different types of creators.

Historically, the idea of integrating social networking within a music app has been explored by competitors. Apple launched the social network Ping in 2010, aiming to merge Facebook, Twitter, and iTunes, but it was discontinued in 2012. Apple’s later attempt, Connect, also failed to gain traction.

Unlike Apple's bold declarations, Spotify has been gradually rolling out social features. The recent addition of in-app video feeds on Home pages for Music, Podcasts, and Audiobooks draws inspiration from TikTok. Spotify CEO Daniel Ek acknowledged the influence of TikTok during a recent earnings call, highlighting the importance of learning from market trends to enhance user experience.

In the past year, Spotify introduced various tools for artists to connect with fans, such as Spotify Clips, Countdown Pages for new releases, and video messages during the annual Spotify Wrapped campaign. Users can follow creators and friends, see what they’re streaming, and collaborate on playlists in real time. The company has also been testing a Community feature to show real-time streaming activity.

With comments now available on podcasts, Spotify envisions a more interactive app where users actively engage and share their thoughts, much like on traditional social networks. This transformation aims to increase user engagement and compete for the time and ad dollars typically spent on larger social media platforms.