Spotify is adding a comments section to podcasts. This new feature will (finally) allow users to engage with their favorite hosts more directly, as over 70% of podcast listeners have expressed a desire for more ways to interact. Creators will also be able to like and respond to comments, while retaining control over which comments appear on their page. This move brings Spotify into real competition with YouTube as a platform where creators can engage with their audience—as YouTube has become a dominant name in the podcast industry. The brand hopes the update will improve listener retention and increase podcast consumption by providing a more interactive experience. (Tech Crunch)
📊 YPulse data: 58% of 13-39-year-olds have read the comments on someone’s social media post in the past week
