Spotify launches Apple-like reviews for podcasts – TechCrunch


If you’ve ever listened to a podcast, you’ve probably heard a host ask you to leave an Apple Podcast review in their end credits. Now this script can switch to “Leave a review on Apple Podcasts and Spotify”.

Spotify today announced a five-star rating system, similar to Apple’s, to improve podcast discovery. The company said that this feature will be rolled out in the coming days to almost all of the markets where podcasts are on Spotify.

Spotify told TechCrunch that unlike Apple, this feature will only support star ratings at this time – you can’t write a written review of a show just yet.

Spotify wrote in a blog post that its intention is to “give listeners the ability to support their favorite podcast shows and allow a two-way feedback loop between creator and listener.” But, having sought out five-star Apple reviews since the advent of podcast media, podcasters are wary of the extent to which ratings actually help them promote their shows.

It’s a well-documented myth in podcasting that getting lots of ratings and reviews in the first few weeks after launch can improve your chances of being listed in Apple Podcast’s coveted “New and Outstanding” chart, which could boost the growth of your show. Additionally, professional podcasters have pointed out that Apple itself claims that ratings and reviews don’t influence graphics.

A Spotify representative told TechCrunch, “Ratings are a great way for potential listeners to quickly assess the quality of a show, but at this point (as we are in the early days of this feature), the rating of a show does not count towards podcast graphics or personalized recommendations.

So this is a tool for showing what fans think about a podcast, but as of yet, it’s not something that can help shows get on the charts or picklists of. Spotify.

Anchor, the podcast creation platform that Spotify bought in 2019, offered suggestions in a blog post on how podcasters can encourage listeners to leave a note. “Do you like this show? Let us know by leaving us a rating on our Spotify show page, ”one example shows.

“As a creator, I can see it sounds like a marketing move,” said Eric Silver, chief creative officer at Multitude Productions, an independent podcasting collective. “I don’t tell people to rate and rate Apple podcasts at all because I know it does nothing but make me feel good.”

It’s a marketing tactic similar to Spotify Wrapped, which hit social media earlier this month – it’s fun to share your music and podcast listening habits with your friends, but at the same time. time, that’s a big PR hit for Spotify.

Even though Spotify’s new rating system won’t impact distribution, Silver says it will likely encourage listeners to rate Multitude shows on Spotify, at least for a few weeks. Spotify recently overtook Apple Podcasts in the podcast audience in the United States. Therefore, if a large portion of potential audience members see this rating correctly when they navigate to your show’s page, it makes sense to ask fans to rate your show.

YouTube, TikTok, and other creative platforms show potential audience members right off the bat how many followers you have. But you don’t know how many downloads and subscribers a podcast has unless the podcaster tells you. Even though ratings and reviews are an indication of popularity, it sets the podcasting industry apart from other more algorithmic media, like video.

“Theoretically, the algorithm is supposed to help you. But isn’t that the technological conversation of our time? Argent said. “It’s very complicated. It’s not just like, ‘Well, I wish there was an algorithm so that there would be more discoveries’, but the opposite is when you have a problem like YouTube and TikTok.

Creators on platforms like YouTube and TikTok are encouraged to create content that they think the algorithm likes, perhaps more than what they think their audience will like. But even in the media, it depends less on the algorithm; like podcasting and even Twitch streaming, there are still some inherent biases. Earlier this year, when Twitch’s payments data leaked, it was revealed that highest-paid streamer Pokimane is only the 39th highest-paid on Twitch. Podcasting is also not known for its diversity.

While Spotify is not yet using podcast ratings for algorithmic recommendations, it could be part of a larger plan to make it easier to find podcasts. Spotify acquired Podz earlier this year to try and promote the discoverability of podcasts.

In the short term, this is a smart move by Spotify to get podcasters to tell their audiences to go to Spotify, as they will need to make their show look good through ratings. This in and of itself isn’t a bad thing, but with Spotify and Apple competing for most of the podcasting ecosystem, creators may feel like their livelihoods are caught in the middle of a tech race. wider.


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