“Podcasting has always been this sort of one-way street,” says Mike Mignano, head of creation platform at Spotify. “A creator publishes content; the audience listens; that’s it.”
Now, however, interactive elements are making their way into the space. Spotify is giving all its Anchor creators the ability to make polls and Q&As and is testing interactive ads. Other apps, like Facebook, are trying things as simple as just allowing listeners to leave comments — a mainstay YouTube feature — while podcasting apps in China already allow listeners to build “listening circles” and “discussion groups.”
