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How Spotify hopes to win the podcasting wars


The Spotify app on an iPhone.

Fabian Sommer | image alliance | Getty Images

One large phenomenon throughout the pandemic of 2020 has been the rise in digital audio as thousands and thousands of listeners of all ages flip to on-line music and podcasts to get them via their darkest instances. Spotify has been an organization that has reaped the rewards of this paradigm shift.

Leading the cost is Spotify‘s chief content material and promoting enterprise officer Dawn Ostroff, who has been busy constructing the firm’s podcast library and promoting streams globally. Beyond streaming music, Spotify now has a library with over 2 million podcasts on its platform in several languages that span pursuits starting from comics and politics to sports activities.

“Our goal is to be No. 1 in podcasts,” Ostroff stated whereas talking at CNBC Evolve’s Transforming Media livestream occasion on Thursday. “We want to assemble the best talent under our roof.”

It’s no marvel she has been credited with beginning an arms in race in the podcast content material discipline after snaring such high-profile celebrities as former President Barack Obama, former First Lady Michelle Obama, the Kardashians and Joe Rogan. Rogan’s present, The Joe Rogan Experience, launched greater than a decade in the past, has constructed an enormous and dependable following. It’s considered one of the hottest podcasts, rating at the prime of the charts on main podcasting companies from Apple and Google.

The expertise chase

An acquisition spree

According to Ostroff, the firm has spent the final 12 months strengthening its enterprise via acquisition. “We have been building the business in a very strategic way,” she stated.

In November, the firm acquired advert tech firm Megaphone in a $235 million deal. Megaphone gives expertise for podcast publishers and advertisers in search of focused slots on podcasts. It gives podcast internet hosting, distribution and ad-insertion instruments for podcast publishers like ESPN and The Wall Street Journal, and advertisers can use the firm’s expertise to discover audiences throughout the podcast content material of these publishers.

That follows a string of offers. In February, Spotify acquired the sports activities and leisure information firm The Ringer. Last 12 months, it acquired Gimlet Media and Anchor for a complete of about $340 million. It additionally purchased Parcast for about $55 million.

After it introduced The Ringer deal, Spotify CEO Daniel Ek advised buyers the firm would proceed to spend money on the podcast area and sees the format as a path for progress at the firm, which has to pay most of its income again to the music labels it licenses music from.

“In order for us to continue our growth and our trajectory, we knew we wanted to broaden out what being an audio network really means,” stated Ostroff.

Advertising is a technique to accomplish that, in accordance to Ostroff, whereas she additionally famous the nice decline in TV and an increase in digital. “When advertisers looking to find a younger audience this is the perfect place. It’s also allows advertisers to have a more intimate relationship with the user, and that is something they appreciate and respect.”

Ostroff sees a giant alternative in promoting for constructing income, noting advertisers like the information analytics on customers Spotify can present. “There are so many ways the podcast business can continue to change and grow. There are so many creators in the space now. The key is staying in lockstep or a few steps ahead of your customers so you can constantly pivot and stay relevant delivering the content they want.”



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