Podcasters Worry Spotify’s New Play Count Feature Will Marginalize Smaller Shows

Recently, some podcasters have expressed concerns about a new feature introduced by Spotify that publicly displays the number of plays each podcast episode receives. Announced on Tuesday, the “Plays” metric is touted by the streaming service as a valuable tool for creators looking to optimize their content. However, many podcasters, especially those with smaller or niche audiences, believe this addition could deter listeners. Adrienne Cruz, a podcast manager representing several small podcasts, remarked that the new feature resembles the trend of social media metrics infiltrating the podcasting realm.

She emphasized that podcasting has traditionally been welcoming to small creators, providing them fertile ground for growth. The podcasting scene, which began in the mid-2000s, gained mainstream attention with the hit “Serial.” In recent years, personality-driven shows, such as those hosted by Joe Rogan, have surged in popularity across platforms like Spotify, SiriusXM, YouTube, and Apple. Critics of the new feature argue that it may turn the podcast landscape into a popularity contest.

One prominent podcast, “The Psychology of Your 20s,” voiced strong objections on Instagram, stating that public metrics could hinder various podcasts rather than aid growth. Podcasters worry that these metrics discourage creativity and fuel unnecessary comparisons. Despite the backlash, some creators welcomed the new feature, including Dr. Mikhail “Mike” Varshavski, who sees it as an opportunity to analyze episode performance better. However, many are concerned about the potential inaccuracies of the play counts, which only reflect Spotify listens and not views from other platforms.

This may mislead audiences and brand partners alike. Others emphasized that the new metric could have adverse effects on smaller shows, especially when major decisions, such as brand partnerships, hinge on play counts. Spotify’s plan is to round plays to the nearest thousandth or millionth, updating episodes with fewer than 1,000 plays approximately every hour. The company aims to improve the feature over time.