In its 18 years of existence, Spotify blog.
To back up its assertion that audiences want more interactivity, Spotify offered up some statistics: More than 9 million unique listeners have interacted with a podcast Q&A or poll just this year, and Q&A responses and votes from listeners are up 80% year-on-year.
Prohovnik stressed that interactivity means greater audience loyalty.
“We’ve found that listeners who interact with a show are four times more likely to return to that show within 30 days,” she said. “They also listen to twice as many hours per month on average than those who don’t. So there is really something special – and something tangible – in enabling this connection.”
With comments coming to Spotify’s podcasts, a natural question to ask is: Will the same happen with music tracks on Spotify?
Spotify dropped a hint that it may be considering just that: Prohovnik noted in her interview that comments “have been a long-requested feature from both podcasters and Spotify listeners.” As in music listeners…?
If Spotify did launch comments on music, the move wouldn’t necessarily be revolutionary; after all, those who listen to music on YouTube, SoundCloud or
“We’ve found that listeners who interact with a show are four times more likely to return to that show within 30 days.” Maya Prohovnik, Spotify The idea of turning music consumption into an online social event is a particularly large priority at China’s music streaming services, which have arguably taken the lead in innovating the social side of music consumption. Streaming services owned by Tencent Music Entertainment offer a “Listen Together” feature that allows multiple users to listen to the same music at the same time, in effect creating a virtual listening party. In an interview last year with MBW, Vivian Wei, Vice President of Copyrights at Tencent competitor Music Business Worldwide
