Spotify has recently introduced comments on podcasts, further enhancing its app’s social networking capabilities, which have traditionally been focused on music. Podcasters now have the ability to directly engage with their listeners within Spotify through comments, just like they can with other interactive features such as polls and Q&As. With the app’s recent revamp in 2023, it has introduced exciting features such as a discovery feed similar to TikTok, artist profiles for selling merchandise and concert tickets, and the ability to post to stories. This transformation is turning Spotify’s app into a comprehensive audio-centered social network, going beyond just being a music-streaming platform.
After introducing the new feature of comments on podcast episode pages, it’s natural to wonder if Spotify will consider implementing a similar feature for music artists down the line. This could be a highly appealing addition to the app, considering the extensive and engaged fanbases that musicians often have compared to most podcasts.
During our conversation with Maya Prohovnik, the VP of Podcast Product at Spotify, we inquired about the possibility of introducing comments on artists’ pages as well. 
Prohovnik refrained from confirming or denying the possibility of considering such an idea, choosing instead to initially decline comment. However, he did mention the potential for extending support for comments to other formats on Spotify, emphasizing the importance of doing what is best for the format and for creators and artists.
It’s important to note that Apple, a significant Spotify rival, has previously experimented with the idea of integrating a social network into a music app.
In 2010, Steve Jobs presented iTunes’ new social network Ping as a fusion of Facebook and Twitter, describing it as a music-focused social network. Undoubtedly, Jobs had a vision, but unfortunately, Ping never achieved success during the lifetime of the Apple founder. Following the passing of Jobs, Apple made the decision to discontinue Ping in 2012, which was an uncommon misstep for the renowned iPhone manufacturer. Apple made another attempt at a social feature for musicians called Connect, but unfortunately, it didn’t last.
Even in the present day, Apple’s approach to social networking in its Apple Music streaming service seems lackluster. They offer an optional feature that periodically scans your device contacts to suggest new friends to follow, allowing you to keep track of their music preferences.
However, in contrast to Apple, Spotify has never publicly announced its intention to create a social network centered around audio.
Instead, the company has discreetly and gradually introduced a range of features that enhance the app’s social aspect for both content creators and their followers. As part of its recent redesign, Spotify incorporated video feeds within its Home pages, including tabs for music, podcasts, and audiobooks. Even though the designs of those feeds have been modified since they were first launched, it was clear that Spotify was drawing inspiration from TikTok, the favored social network of Gen Z, when creating its own product.
During the company’s Q1 2024 earnings, Spotify CEO Daniel Ek discussed the impact of TikTok and similar platforms on the user experience. He acknowledged that these trends have prompted the industry to enhance their products and learn from them.
“We are just like everyone else, seeking to gain insights from the market,” Ek mentioned, alluding to the app’s inspiration from TikTok. We gain insights into consumer preferences. We strive to enhance it and create the optimal user experience.
Throughout the previous year, the company introduced additional avenues for artists to connect with their fans. This was achieved through the implementation of a Spotify Clips feature, which functioned in a manner similar to Stories on various other social platforms. Artists have the option to enhance their profile and album pages by including 30-second videos.
Artists can also generate anticipation among fans for new releases using Countdown Pages while keeping fans engaged through video messages as part of the company’s annual Spotify Wrapped campaign. Additionally, Spotify users have the opportunity to stay informed about the newest music releases and events by following their favorite creators and friends on the platform. This way, they can also keep track of what their friends are currently streaming. Collaborating on playlists with others is made easy, allowing for seamless real-time interaction. The company has previously been observed testing a community feature that would enable users to view, in real time, the streaming activities of others.
Spotify envisions an app that encourages active engagement from users, going beyond simply launching audio and putting their phone away. Instead, it aims to create a platform where users can share their thoughts, feelings, and opinions, similar to a traditional social network.
Collectively, these attributes are starting to create an application that goes beyond being just another music streaming platform. It aspires to rival users’ attention and, in due course, the advertising revenue generated by major social networks.
