Spotify prompts some users to record reaction podcasts to playlists

After testing new in-app podcast recording tools for users in New Zealand, Spotify is now trialing a new audio feature in Vietnam, one that’s designed to encourage users to record voice reactions to playlists.

A Reddit user posted screenshots of the feature, showing how they received a prompt to react to a playlist with a voice clip that will be posted as a podcast episode. As per its previous test in New Zealand, it’s fair to assume that these reaction ‘podcasts’ will be published directly to creators’ personal profilers where followers will be able to listen.

The screenshots show that users included in the test are seeing a microphone icon on playlist screens, and upon tapping that, they see a new screen that prompts them to record a voice reaction to the playlist.

Users are seeing a mic icon to record a voice reaction to a playlist Image Credits: Reddit (opens in a new window)

Image Credits: Reddit (opens in a new window)

Once they hit the button, they can either record in one go or multiple clips by pausing. Later, they can edit the clip, add background music, and tag the playlist before publishing.

This workflow is similar to the test in New Zealand, except in that test, the starting point was a “Record Podcast” button on the home screen. So this test is more about giving a prompt to users who might not have a podcast idea in their mind.

Spotify shows some rules creators must follow for podcast recording for safety Image Credits: Reddit (opens in a new window)

Spotify has confirmed the test, but the company didn’t share any details about what locations the feature is available, and how it plans to moderate these voice reactions.

“At Spotify, we are always looking for ways to enhance our users’ experience on our platform, and we regularly test features that we believe will bring value to listeners and creators. We are currently running a limited test of in-app audio creation, but have no further details to share at this time,” the company said in a statement to TechCrunch.

As we noted in our story in June, a lot of these features are powered by Spotify-owned podcast creation app Anchor. These tests indicate that the streaming giant is trying to convert listeners to creators by providing them with easy in-app tools to make and publish podcasts.

In its Q2 2022 earnings last month, Spotify said it now has 4.4 million podcasts on the platform, and users engaging with them have grown at a “substantial double digits year-on-year.” Spotify has invested more than $1 billion in podcasting in the last few years with €83 million ($84.3 million) invested this year alone to acquire podcast analytics companies Podsights and Chartable.