Spotify adding public metrics is upsetting some podcasters. Last week, it announced a new “Plays” feature that will display how many streams (rounding up to the thousandth or millionth) each podcast episode receives, claiming the feature will help creators “optimize their content for success.” However, some podcasters—particularly smaller creators—fear the feature will turn the platform into a “popularity contest,” decrease their reach, and discourage experimentation with new shows. While Spotify says it will give creators more insight into their audience, smaller podcaster also worry the visibility of play counts could skew brand deals in favor of already-established shows. And with 80% of 13-39-year-olds listening to podcasts, according to YPulse, the stakes for how shows are surfaced and perceived on the platform are high. (NBC)
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