Spotify redefines a "play"

As Spotify redefines a "play" to align with the Alliance for Podcast Measurement (AMP) definition, podcasters like Podnews Weekly Review host, likely one of the many creators relying on accurate metrics, are facing an uncertain future. Their podcast saw 2,093 downloads to Apple Podcasts in May, but 3,200 plays, a discrepancy that highlights the need for consistent measurement standards.

Spotify's adoption of AMP's 30-second play definition, announced in a wider set of new data and charts within the Creators dashboard, aims to provide a clearer picture of podcast engagement. However, this move also raises questions about the industry's acceptance of this new standard. The Internet Advertising Bureau (IAB) and Apple Podcasts have their own definitions of a play, which may lead to continued fragmentation in podcast metrics.

Spotify's decision to adopt the 30-second play definition is a significant shift from their initial introduction of the concept in May 2025. At that time, the company didn't provide a clear explanation of how plays were calculated. With this new definition, a play is now defined as 30 seconds of content played once per user per session (audio or video). Spotify claims their data helped inform AMP's definition, but the technical details of this collaboration remain unpublished.

This move may seem like a minor adjustment, but it has the potential to significantly impact the way podcasters measure their audience engagement. As podcast hosting companies certify their data under the IAB's Podcast Measurement Guidelines, which define a valid download as 1 minute of content downloaded per user per 24 hours, the discrepancy between these definitions and Spotify's new 30-second play benchmark will likely be a topic of discussion.

The industry's gradual shift towards consistency in podcast metrics is a welcome development. With YouTube and Spotify now agreeing on a 30 seconds metric, it's possible that this could become a de-facto standard for the industry. However, the question remains whether other major players, like Apple Podcasts and the IAB, will follow suit.

The impact of this shift on podcasting metrics is still unclear, but it's likely to be significant. In the US, radio's switch from a 5-minute to 3-minute threshold last year added 23% to the numbers. A similar adjustment in podcasting metrics could have a similar effect, leading to a reevaluation of how podcasters measure their audience engagement.

As the industry continues to evolve, it's likely that we'll see more changes in podcast metrics. With Spotify's adoption of the 30-second play definition, podcasters will need to adapt to a new way of measuring their audience engagement. While this shift may seem minor, it has the potential to significantly impact the way podcasters understand their audience and create content.

In the coming months, we can expect to see more data on the impact of this shift on podcasting metrics. As the industry continues to navigate this new landscape, one thing is certain: the need for consistency in podcast metrics is more pressing than ever. With Spotify's 30-second benchmark now the standard, it's likely that other major players will follow suit, leading to a more unified approach to measuring podcast engagement.