Bloomberg schreef een uitgebreid artikel over de podcaststrategie van Spotify en het belang hiervan voor de toekomst van het bedrijf.
In the past two years, Spotify has spent close to $900 million acquiring podcast production and technology companies. And it’s spent millions more on exclusive rights to shows from celebrities such as Kim Kardashian and TikTok star Addison Rae. Two of its most popular programs are comedian Joe Rogan’s The Joe Rogan Experience and The Michelle Obama Podcast , and Spotify expects new shows from Prince Harry and his wife, Meghan Markle, to put up big numbers, too. Spotify now hosts almost 2 million podcasts, up from 2,500 three years ago, and has more than 600 exclusives. Apple still has the most listeners in the U.S., but Spotify has narrowed the gap. And it’s No. 1 in many overseas markets.
The company has already converted more than 20% of its 320 million total users—about 70 million people globally—into podcast listeners. The larger the audience gets, the easier it is to pry ad dollars from radio and TV; Spotify’s ultimate goal is dual revenue streams from ads and subscriber fees.