Spotify Podcast Ratings: A New Feature Like Apple Podcasts
Spotify Introduces Star Ratings for Podcasts
Listeners of podcasts may soon encounter a new request from their favorite hosts: to leave a star rating on Spotify, in addition to Apple Podcasts. This change is now being implemented by Spotify.
Expanding Podcast Discovery
Spotify has announced the rollout of a five-star rating system for podcasts, mirroring the functionality already available on Apple Podcasts. The intention is to enhance podcast discovery for users, with the feature becoming available in most regions where podcasts are offered on the platform.
Ratings Only, For Now
Unlike Apple’s system, Spotify’s initial implementation will focus solely on star ratings. Currently, users will not have the option to submit written reviews for podcasts.
A Two-Way Feedback Loop
Spotify stated in a blog post that the new ratings system aims to “give listeners an opportunity to support their favorite podcast shows and enable a two-way feedback loop between creator and listener.” However, some podcasters express skepticism about the actual impact of star ratings on show promotion.
The Myth of Ratings and Charts
There's a long-held belief within the podcasting community that accumulating ratings and reviews early in a show’s lifespan can improve its chances of appearing on Apple Podcasts’ “New and Noteworthy” chart. However, Apple itself maintains that ratings and reviews do not influence chart rankings.
Spotify's Current Use of Ratings
According to a Spotify representative, ratings are intended to provide prospective listeners with a quick assessment of a show’s quality. At this early stage, ratings will not be factored into podcast charts or personalized recommendations.
A Tool for Listener Feedback
Therefore, the new system serves as a means for listeners to express their opinions, but doesn’t currently affect a show’s visibility within Spotify’s charts or curated selections.
Encouraging Ratings: Advice for Podcasters
Anchor, Spotify’s podcast creation platform acquired in 2019, has published guidance for podcasters on how to encourage listeners to leave a rating. An example prompt suggests: “Do you like this show? Let us know by leaving us a rating on our Spotify show page.”
A Marketing Move?
“As a creator, I can see this feels like a marketing move,” commented Eric Silver, Head of Creative at Multitude Productions, an independent podcasting collective. “I don’t tell people to rate and review on Apple Podcasts at all because I know it doesn’t do anything other than make me feel good.”
Similar to Spotify Wrapped
This tactic is comparable to Spotify Wrapped, which gained significant traction on social media earlier this month. While sharing listening habits is enjoyable for users, it also represents a substantial public relations win for Spotify.
Potential Impact on Visibility
Despite the lack of immediate impact on distribution, Silver anticipates encouraging listeners to rate Multitude shows on Spotify, at least initially. With Spotify recently surpassing Apple Podcasts in U.S. listenership, a visible rating on a show’s page could influence potential listeners.
Comparing to Other Platforms
Platforms like YouTube and TikTok immediately display follower counts to potential audience members. In contrast, podcast download numbers and subscriber counts are typically only shared by the podcasters themselves. This highlights a key difference between podcasting and other algorithm-driven media.
The Algorithm Dilemma
“Theoretically, the algorithm is supposed to help you. But isn’t this the tech conversation of our age?” Silver questioned. “It’s so complicated. It’s not just like, ‘Well, I wish there was an algorithm so there’s more discovery,’ but then the opposite is when you have an issue like YouTube and TikTok.”
Incentivizing Algorithm-Friendly Content
Creators on platforms like YouTube and TikTok may be incentivized to prioritize content that appeals to the algorithm, potentially over what their audience genuinely prefers. However, podcasting and Twitch streaming retain inherent biases, as demonstrated by data leaks revealing disparities in streamer earnings.
Spotify's Long-Term Strategy
While Spotify isn’t currently utilizing podcast ratings for algorithmic recommendations, it could be a step towards improving podcast discoverability. The company’s acquisition of Podz earlier this year signaled its commitment to this goal.
A Strategic Move in a Competitive Landscape
In the short term, this is a strategic move by Spotify to encourage podcasters to direct their audiences to the platform, requiring them to cultivate a positive image through ratings. As Spotify and Apple compete for dominance in the podcasting space, creators may find themselves caught in the middle of a larger technological rivalry.