Rutger Rosenborg

As a partner Audio Analyst at MIDiA, Rutger’s mission is to situate audio insights within a broader entertainment context. With a Bachelor’s in English Literature from Stanford University, a Master’s in Music Business and Technology from New York University, and studies at Oxford and Columbia universities, Rutger has a broad range of knowledge across many disciplines, from poetry to podcasting. Previously, Rutger managed marketing, analytics, and consulting at Chartmetric where he also hosted and produced one of the music industry's most popular podcasts.

MIDiA’s 2025 predictions
It’s social’s stage now

Cover image for MIDiA’s 2025 predictions
Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones
Apple
Spotify
YouTube
The creator economy reshaped entertainment in the first half of the 2020s and social wasthe big winner, now positioned at the centre of the entertainment economy. In 2025 wewill see the second-order effects begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.
Read more …

Is Spotify’s new monetisation model unlocking the power of video in podcasting?

Cover image for Is Spotify’s new monetisation model unlocking the power of video in podcasting?
Rutger Rosenborg
Podcasts
Video podcasts
Spotify
In October, MIDiA positioned Spotify’s video push as both a strategic move against YouTube and also as an evolution in the platform from music-first to audio-first to format agnostic. As we noted, the company’s mission statement is “ to unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it ”.
min read
Read more …

Beyond video podcasts: Spotify’s investment in video creators reveals its format agnosticism

Cover image for Beyond video podcasts: Spotify’s investment in video creators reveals its format agnosticism
Rutger Rosenborg
Podcasts
Video streaming
Video podcasts
As more sustainable acquisitions come to podcasting, according to Podnews , Spotify is again looking to spend up to seven figures on creator investments. This time, video is the primary focus. Per Bloomberg , Spotify’s content acquisition strategy is shifting from podcasters to video creators: “ What’s different in today’s news is Spotify seeking YouTube-oriented creators and specifically looking for them to simply put their show on the service ”.
min read
Read more …

From casual listeners to podcast purists
Mapping podcast platform preferences

Cover image for From casual listeners to podcast purists
Rutger Rosenborg
Audience Insight
Consolidation has arrived in audio. As some tech companies turn to a multi-format strategy to keep users engaged, it becomes more difficult for single-format platforms to compete for the same subscriber base. Companies sticking to the single-format vision of podcasting run the risk of losing even more market share to YouTube and Spotify, but there remains a highly engaged niche of podcast purists that are still serviceable by the single-format platforms.
Read more …

Advertising remains podcasting’s best monetisation opportunity

Cover image for Advertising remains podcasting’s best monetisation opportunity
Rutger Rosenborg
Podcasts
advertising
youtube podcasts
Despite the layoffs and budget cuts across the industry in 2023, MIDiA remained optimistic about podcasts . As our 2024-2030 podcast forecasts states, the growth rate will slow, but over the course of seven years, revenue will continue to climb from $4 billion to $10 billion and listeners will grow from almost 700 million to more than 1 billion worldwide.
min read
Read more …

As Spotify cuts back on podcast creation, opportunities arise for competitors in Latin America

Cover image for As Spotify cuts back on podcast creation, opportunities arise for competitors in Latin America
Rutger Rosenborg
Audio
Business Strategy
Spotify
In an early 2024 editorial for media and marketing publication Campaign, we declared, “ It is time for the podcast industry to think global and act local ”. Geared towards helping advertisers better optimise their content for international success, the larger context of this declaration was the continued growth of podcasts outside of the US and UK — especially in “emerging” markets like Latin America.
min read
Read more …