Picture this: It’s late Thursday night, minutes away from Friday. In a few moments, this week’s wave of new music releases will hit Spotify. Somebody inevitably goes for Drake’s throat on a new song again. Once fans get their first listen of the diss track, they’ll flock to X (formerly Twitter) to talk about Drizzy’s latest L. Topics related to new music are regularly X’s top trending topics on Friday morning, and it’s where much of the online conversation about what’s new in music happens.
So, here’s a thought: Spotify has more users than X, it appears, with a reported 615 million active monthly users versus 368 million for X. Why couldn’t all these music conversations happen on Spotify instead?
The obvious reason is that Spotify isn’t a social media platform. But, Spotify execs have perhaps also gone through the thought process I just laid out.
Earlier this week, Spotify introduced the ability to leave comments on podcast episodes. In the announcement post, Spotify notes, “Our new Comments feature expands on the Q&A and polls functionality we introduced in 2021 as a way to bring interactivity into the podcasting industry for the first time. And interactivity is a feature that already has listeners and creators buzzing: More than 9 million unique Spotify listeners have interacted with a Q&A or poll just this year, and there’s been 80% year-over-year growth in the number of total Q&A responses and votes from listeners.”
So, Spotify has the users and at least a portion of them have expressed interest in more interactive ways to use the platform. Perhaps introducing commenting to podcasts is a way for Spotify to test and soft-launch a new era: Spotify as music-based social media platform, where users can listen to and discuss music in the same place.
If that is their plan, though, and they already have a framework for comment functionality, why not just roll it out big-time and let users comment on songs and albums now?
Well, being a giant internet company doesn’t mean a social media expansion will be an automatic success. We saw this happen with Google: They launched Google+ (which you probably forgot about, or perhaps never heard of) in 2011. The Facebook clone failed to gain significant traction and ceased operations a few years later. That’s not to say that Google rushed into it, but this does illustrate that nothing is guaranteed, no matter how dominant you are in other areas.