Spotify Adjusts Podcast Play Counts Following Creator Concerns
Spotify recently announced plans to display public play counts for all podcasts, aiming to attract new listeners. However, this sparked backlash from creators who feared it would disproportionately favor popular shows.
In response, Spotify revised its approach. Play counts will now only be visible for podcasts exceeding 50,000 plays. Instead of exact numbers, the platform will show play count milestones, such as 100,000 or 1 million plays.
“This update reflects our evolving efforts to provide the best insights for creators and a clear experience for their fans,” Spotify explained in a blog post. Read more.
Historically, podcast platforms haven't emphasized public popularity metrics. This differs from platforms like YouTube, where view counts and subscriber numbers are readily available.
While Spotify views this lack of transparency as a drawback, many podcasters appreciate the level playing field it creates for niche content.
Discrepancies in Play Count Metrics
Another concern raised by podcasters is the inconsistent definition of a "play" or "stream" across different platforms. The Interactive Advertising Bureau (IAB) works to standardize these metrics, but discrepancies remain.
According to Podnews, Spotify and YouTube's definitions of a "play" deviate from the IAB standard. Spotify clarifies that its play counts represent the number of times users "actively tried" the content, while streams and downloads are only counted after 60 seconds of engagement.
This updated approach aims to balance transparency with the unique dynamics of the podcasting landscape.
