Spotify announced a new “Comments” feature for podcasts and launched a mobile app for podcast creators to boost engagement and provide management tools. The company reports that over 9 million unique Spotify listeners interacted with existing Q&A and poll functions in 2023, with an 80% year-over-year growth in total Q&A responses and votes.

The Comments feature expands on the Q&A and polls functionality introduced in 2021. It allows listeners to comment directly on podcast episodes within the Spotify platform, creating a two-way conversation between creators and their audience.

Maya Prohovnik, VP of Podcast Product at Spotify, stated in the announcement that “Comments” have been a long-requested feature from both podcasters and listeners. The company views this addition as a step towards making Spotify the preferred platform for creators to connect with their fans.

The new Spotify for Podcasters mobile app, available to all podcasters regardless of their hosting platform, offers features such as:

1. Real-time stat tracking and growth monitoring
2. Management of listener comments
3. Notifications for achievements like chart placements and milestones

Spotify’s data indicates that listeners interacting with a show are four times more likely to return to that show within 30 days. These engaged listeners consume twice as many hours of content per month as non-interactive users.

“How to Take Over the World,” podcast creator Ben Wilson noted that the “Comments” feature provides “invaluable feedback,” allowing him to build stronger connections with his audience.

Prohovnik emphasized that the new features help podcast creators grow their audience and deepen relationships with listeners. She highlights creator control, stating that Spotify has balanced enabling connections while giving creators a say over what appears alongside their content.