Spotify is stepping up its game in the podcasting world with the introduction of "Plays," a new feature that allows both creators and listeners to see the number of times each episode has been played.
This move could redefine how creators engage with their audiences and how content is discovered on the platform.
But is it a step forward for everyone, or could it unintentionally disadvantage smaller, niche podcasts?
What is the 'Plays' Feature?
Spotify's new "Plays" metric is designed to give both listeners and creators a clear snapshot of the popularity of podcast episodes.
This metric counts the number of times an episode is played, whether through audio or video, and is available across the Spotify app and the Spotify for Creators and Megaphone dashboards.
This new feature aims to help creators understand how well their content is performing, providing insights into audience engagement in a way that was not previously available.
The Benefits for Podcasters and Listeners
For creators, the "Plays" feature provides an essential tool to gauge content performance. It gives them a more tangible metric to assess which episodes are resonating most with their audience, allowing for data-driven decisions on content creation.
For listeners, the feature offers a way to discover trending content. By seeing which episodes have the most plays, users can quickly identify popular podcasts and join conversations around trending topics. The visibility of popular content can help boost discovery, driving more engagement across the platform.
The feature is also integrated with the Spotify for Creators dashboard, giving podcasters access to detailed analytics, including plays by episode and overall show performance, enabling them to optimize their content strategy.
Concerns for Smaller Creators
While the "Plays" feature has clear advantages for larger creators, some podcasters, particularly those with smaller followings, have raised concerns.
The primary issue is that the feature could exacerbate the popularity gap between large and small shows, potentially leaving niche podcasts overlooked.
For smaller creators, having their play count displayed publicly could lead to negative comparisons, as their episodes will likely have fewer plays than well-established shows.
Podcasters such as Adrienne Cruz, a podcast manager for smaller shows, voiced concerns about the “social media-ification” of podcasts. Cruz mentioned that the podcasting space has traditionally been a fertile ground for small creators, and the introduction of public metrics could make it harder for new shows to grow.
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The fear is that the visibility of play counts may make it more difficult for niche podcasts to gain attention, as listeners may gravitate toward the more popular shows, especially those with higher play counts.
A Shift Toward a 'Popularity Contest'?
The addition of "Plays" could turn podcasting into a "popularity contest," where listeners and advertisers focus more on high-play episodes rather than discovering fresh, unique content.
As one podcaster pointed out, this shift could discourage experimentation and creativity, as creators might hesitate to experiment with new ideas that could potentially be overlooked because of low play counts.
Additionally, there are concerns that the feature will lead to more engagement farming, where creators focus on getting more plays rather than producing valuable content that resonates with their audience.
Spotify’s Response and Future Adjustments
Spotify has responded to the concerns raised by creators, stating that it values the feedback and is committed to improving the "Plays" feature.
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The platform has assured users that it will be looking at ways to make the feature more equitable for all creators. For example, episodes with fewer than 1,000 plays will display as "<1K," and Spotify plans to continuously improve the feature over time.
The platform also acknowledged that play counts currently only reflect Spotify's data, which could mislead listeners and brand partners by not accounting for plays on other platforms.
Some podcasters have asked for the option to hide their play counts if they choose to do so, a feature Spotify is considering.
What’s The Future of Podcasting on Spotify?
As Spotify continues to develop the "Plays" feature, the future of podcasting on the platform looks to be more data-driven.
The platform's focus on providing more comprehensive insights could help creators refine their strategies and connect with audiences more effectively. However, it’s essential that Spotify ensures that smaller creators are not left behind in this new era of podcast engagement.
While the feature could help boost discoverability for popular content, Spotify will need to balance promoting trending episodes with supporting smaller, niche creators.
If managed properly, "Plays" could become a valuable tool for both listeners and creators, driving more engagement and discovery across Spotify’s podcasting ecosystem.
