Questions to... Spotify's Lizzy Hale
Lizzy Hale is Head of Podcast Editorial at Spotify, and works with her global editorial team to highlight standout shows and episodes. She’s also worked for TikTok and VH1. Podnews interviewed Lizzy over email.
Give us an idea of the size of your team - and where they are?
We have dozens of individuals on our global editorial team. They are based all across the world in our most popular podcast markets, from Germany to South Korea to the US.
Spotify seems very different to other podcast apps, since the podcasts it puts in front of users are very personalised. How much control does your team have in terms of the shows that are shown to listeners?
Discovery and personalization are at the core of Spotify. There’s so much great podcast content out there, and if you love podcasts, you’re always looking for what to listen to next. Our aim is to close that gap. We’ve built some of the most powerful recommendation systems in the world to do that, and we’re constantly adapting what we show you based on what you’re into and what’s happening in the moment. My team plays a critical role in shaping that experience.
In addition to highlighting standout shows and episodes, curating key surfaces, and making sure we’re reflecting real cultural moments (not just what’s already popular), we’re also embedded in product workstreams. This means we’re helping guide our recommendation systems and directly inputting how personalization shows up so it’s engaging for users and representative of a diverse set of creators.
It’s really about building a holistic system, human and technological, that surfaces the right content at the right time, and gives more creators a real shot at being discovered.
What sort of shows does Spotify want to promote in the app?
There is so much to say about this!
We want every moment on Spotify to feel intentional, and we see our role as helping you find something that adds value to your day. At the same time, we are trying to reflect the full range of what podcasting can be, so it’s important to us that we promote a wide variety of shows across genres, formats, voices, and perspectives. We know that creating a strong connection to a show increases long-term retention, so we are always on the lookout for series that we believe will resonate and encourage retention, whether that’s because they’re part of a weekly routine or they tap into something timely and culturally relevant.
We want balance: Evergreen shows you can jump into anytime, but also content that feels current and topical and makes you feel connected to what’s happening right now. The Spotify experience should feel “alive”so shows that are timely and relevant are imperative to make that possible.
Ultimately, we want to curate the most diverse programming in all dimensions, including popularity. In many ways, our editorial placements can have the largest impact on rising creators and that gives us a huge sense of pride.
How internationalised is your promotion - are certain big shows from Australia promoted to Spotify listeners in Australia, for example?
One of the great benefits of a global team is the ability to support show growth across markets. We have teams around the world who are constantly sharing standout shows and episodes that they think can travel across markets. If something resonates, we want it to reach the right audiences, regardless of where it was made. At the same time, we know listeners often connect most deeply with local voices and stories, so we prioritize making the experience feel relevant to where you are.
How can podcasters get their shows promoted more in Spotify? Is there a form to fill in or something? What happens if there’s a big launch about to happen?
There isn’t a formal submission process today, though we are working through some ideas that are scalable, accessible, and also manageable for my team. Right now, the best way to be promoted is to focus on building something that truly resonates and drives retention. That’s what our systems, both editorial and algorithmic, tend to pick up on. My team is also looking for content that we know our users are searching for.
If you do have a big moment coming, like a launch or a major guest, working with your Spotify partner manager (if you have one) can help make sure it’s on our radar.
How do you discover shows to promote?
This is a real mix of art and science. Our job is to have a pulse on culture and bring that to life on our podcast surfaces, so we are chronically online and tracking new launches, following cultural moments, and spotting the shows and episodes people are talking about. At the same time, we work closely with our insights teams to identify rising shows and trends through data. That combination helps us find what’s breaking through, and then amplify it.
Is there anything podcasters can do to help you?
I think it comes down to the basics done well.
It’s incredibly valuable to us for creators to make clear and digestible episode titles and descriptions. They help us to discover your show, understand what it’s about, surface it in the right places, and help listeners know what to expect. For many people, that’s all they have when deciding what to press play on.
We’ve actually tested cover art with users, looking at different artwork and title variations, and what we found was pretty consistent: it’s not the flashiest or most clever options that win. People tend to gravitate toward the ones that are clear and informative. So this may seem like design 101, of course you have to make your cover art visually interesting, but, even more importantly, easy to read.
On the backend, opting into things like transcripts and chapters helps with discovery more broadly. It means we can understand and catalog your content at a deeper level, which in turn enables more personalized recommendations, matching listeners to the specific topics and moments inside your episodes.
How important is video to getting a show promoted?
Video isn’t required, but it’s definitely becoming more important. It creates a deeper connection. Fans don’t just know a host’s voice anymore, they know how they show up, how they react, how they interact. That adds a whole new layer to the experience. It also helps with discovery, especially when a listener is unfamiliar with a show, giving people more context upfront and making it easier to evaluate whether something is a good fit for them and their interests.
Delivering an amazing user experience for fans is one of our main goals and, more broadly, listeners are starting to expect that flexibility, the ability to watch or just listen, depending on the moment. Shows that offer both formats tend to meet that expectation and create a more engaging experience overall.
Why do you think Spotify is being so successful in terms of podcast consumption?
A big part of it is that we focus on depth, not just reach. Podcasting is about connection, and on Spotify, fans build real relationships with the shows they love and come back week after week. We’ve also made discovery much more dynamic. Between personalisation and editorial, we’re constantly helping listeners find their next show, whether it’s a shelf on home, going deep on True Crime on browse, or prompting a podcast playlist to discover specific podcasts that fit your personal needs.
