![]() Spotify’s collection of originals has been steadily growing over the past year. “What we started to see is that the types of podcasts that really were working on Spotify were ones where they were really authentic voices… so we just decided to invest more in those types of voices,” Holt added. “The first step was to make sure that we’ve got the world’s best podcasts on Spotify, and integrated the experience into the service in a way that allowed people to build habits and behavior there,” he said. “Over the last year, we become very focused on building out a great podcast universe,” said head of Spotify Studios Courtney Holt, speaking at the Consumer Electronics Show (CES) in Las Vegas this week. With podcasters, however, Spotify wants to either bring their voices in-house, or at least exclusively license their content. Today, Spotify gives artists tools that help share their work and be discovered - it invested in distribution platform DistroKid, for example, and now lets artists submit tracks for playlist consideration. The company appears to be taking a different approach to working with podcasters than it does with working with music artists. With more exclusives planned for the year ahead, the portion of Spotify’s ad business focused on podcasts will also grow. Spotify, we’ve learned, has been selling its own advertisements in its original podcasts since mid-2018 year, including in programs like Spotify Original “Amy Schumer Presents: 3 Girls, 1 Keith,” “The Joe Budden Podcast,” “Dissect,” “Showstopper” and others. ![]() ![]() In fact, Spotify has already begun to dabble in podcast ad sales, ahead of this larger push. It’s also getting into the business of selling ads within podcasts as a means of generating revenue from this increasingly popular form of audio programming. ![]() ![]() The company plans bring its personalization technology to podcasts in order to make better recommendations, update its app’s interface so people can access podcasts more easily and broker more exclusives with podcast creators. Having established itself as a top streaming service with now more than 200 million users, Spotify this year is preparing to focus more of its attention on podcasts. ![]()
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