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The feature put Spotify in more direct competition with YouTube as a position where Lord can interact with their attender . It also follows the company ’s move into telecasting podcasts , which begin with tests in 2021 and abroader launch in 2022 . This yr , Spotify again widened its reach toinclude video support for non - hosted podcasters .
There are now more than 250,000 video podcasts usable on the platform , the company says . Just this year , 9 million Spotify listeners have also engaged with one of the interactive features designed for podcasts , likepolls or Q&As , which roll out in 2021.That figure represents an 80 % year - over - year increase .
harmonise to the caller ’s intragroup information , listeners who engage with interactivity feature film on Spotify are around four times more likely to return to a show within 30 days . They also listen to two meter more podcasts , on average , than those who do n’t employ with these feature of speech .
Comments will add a raw case of interactive feature for these active attender to engage with , as more than 70 % of podcast listeners said they wanted more ways to engage with their favorite hosts .
However , the lineament itself will be optional for podcast hosts .
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“ We ’re fill a very deliberately dense and cautious coming with this one , ” says VP of Podcast Product Maya Prohovnik , who conjoin the company with itsacquisition of Anchor . “I think it ’s a really important counterpoise between sort of originative verbalism and keep citizenry secure and making sure that there are high - quality conversations happening . ”
“ We want to work with creator and iterate found on their feedback , but [ Spotify is ] really endeavor to over - index on creative control , and crap certain the creators can select what prove up alongside their content , ” Prohovnik notes .
The launch comes as Spotify ’s podcasting strategy has shifted , act from heavy investing in exclusives to one where Spotify dish up as a weapons platform for all podcasters , including those who rain buckets their shows on video . As a result , Spotify is now becoming profitable on podcasts , Prohovnik sound out .
“ Just like with television podcasts , it ’s clear to us there ’s a motivation . People want that deeper engagement on Spotify , and that ’s really our goal , ” Prohovnik allege .
