• by Ray Schultz , Columnist, July 11, 2024

Nothing is worse than getting enraged by a podcast and having no way to respond. 

The digital music service Spotify is looking to correct that, although it is describing it in more positive terms: as a way to build stronger relationships with listeners. 

This feature adds interactivity to a historically one-sided format, the company argues.  

Spotify has had Q&A and polling functionalities since 2021. More than 9 million listeners have interacted with them over the past year. 

In addition, Spotify has rebuilt its Spotify for Podcasters mobile app. This allows creators to update manage their show wherever they are.

As for the comment feature, it's about time. Consumers can now order products from emails, and there are many other real-time interactive functions in publishing and marketing. Why should podcasts be different?

Spotify claims that people who interact with a podcast show are four times more likely to return to it within 30 days. And they spend twice as many hours listening per month than listeners who don’t. 

Creators apparently are already testing the offering. 

“As a podcast focused on the lessons we can learn from history’s greatest leaders, I’m always curious about which takeaways resonate most with my audience,” says Ben Wilson, creator of the How to Take Over the World podcast. 

Wilson adds, “Comments on Spotify provide me that invaluable feedback, which makes creating my podcast that much more rewarding and allows me to build a stronger connection with my listeners.”

Feel free to dive in.