Audio juggernaut Spotify has introduced a new definition of a podcast “play,” assigning a time-based metric which will likely reduce total play counts in Spotify’s lens while delivering a more accurate report of consumption to prospective advertisers.
Going forward, Spotify’s definition of a podcast play is 30 seconds, at least. This standard will hold for audio and video plays.
The idea here is to establish clarity by avoiding accidents like an inadvertent start of podcast playback or quick skipping forward by the user. The intent is to create a core metric of success for podcasters and networks.
The challenge is now for podcasters to keep listeners engaged, optimizing their episode starts so that each click becomes an attributable play. It’s an uphill PR situation for Spotify, which already suffers complaints from podcasters for revealing play metrics in the first place. (See this detailed critique from PodLaunch founder Courtney Elmer.)
