Blog: Podcasts - Page 3

Read our latest daily deep dives, hot takes, and exciting updates about the entertainment world. Check out the latest insight from your favourite analyst, or search by coverage areas - music, entertainment and fandom, creator economy and social.

Spotify wants to make podcasts a marketing driver for music

Cover image for Spotify wants to make podcasts a marketing driver for music

Rutger Rosenborg

4 Apr 2024

Music streaming

Last summer, Variety published an article about the effect Alex Cooper’s Call Her Daddy podcast has on boosting the streams of her musician guests . According to Spotify, Anitta’s streams increased by 155%, Madison Beer’s by 130%, John Legend’s by 200%, and John Mayer’s by 350% after each artist appeared on Cooper’s show.

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AI could enable a golden age of audio piracy

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Rutger Rosenborg

28 Mar 2024

Everyone knows the story: In the early 2000s, peer-to-peer (P2P) file-sharing platforms like Napster, Kazaa, and LimeWire helped digital music piracy proliferate, ultimately decimating recorded music revenue for years.

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As Spotify corners audiobooks, Audible eyes functional audio

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Rutger Rosenborg

22 Mar 2024

Over the course of 30 years, Audible’s catalogue has grown to include more than 470,000 audiobooks, at least according to their own ads . In less than a year, Spotify’s catalogue has grown to include more than 200,000 audiobooks, which is already 42.

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Why don’t we hear popular music on popular podcasts?

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Rutger Rosenborg

29 Feb 2024

There are a number of popular podcasts that dissect popular music. One is called, well, Dissect . Others are Popcast , Song Exploder , and Switched on Pop . Podcasts like these usually play extended sections — if not whole recordings — of popular tracks, but beyond that, it is virtually impossible to find a podcast where you can hear music that is not a commissioned theme song or ‘royalty-free’.

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Is embracing RSS a smart move for YouTube?

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Rutger Rosenborg

15 Feb 2024

2023 saw YouTube bring podcasts to YouTube Music, but it did so without one of the podcast industry’s fundamental building blocks: RSS. However, just months later, YouTube has announced in a video posted to their Creator Insider channel that they are opening up RSS feed distribution.

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Why Spotify’s podcast exclusivity era is coming to an end

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Rutger Rosenborg

7 Feb 2024

spotify podcasts

In July 2021, Spotify paid Alex Cooper more than $60 million for the exclusive rights to host her hit podcast, Call Her Daddy . On January 31st, six months short of the end of that deal term, Spotify announced that Call Her Daddy will be available on all platforms .

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Why podcasts may have more in common with TV than radio

Cover image for Why podcasts may have more in common with TV than radio

Rutger Rosenborg

25 Jan 2024

Television is really a nebulous format. From serialised mysteries to talk shows and stand-up comedy to educational documentaries, the format spans a wide range of content on a wide range of delivery mechanisms, from cable to SVOD to YouTube.

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Ghost podcasts are haunting your social feed — what to know about the new ad format

Cover image for Ghost podcasts are haunting your social feed — what to know about the new ad format

Rutger Rosenborg

17 Jan 2024

We typically think about podcast advertising in terms of brands advertising their products on podcasts, but an emerging podcast advertising trend is calling into question what a podcast actually is. Rather than advertising on podcasts, brands are starting to advertise as podcasts.

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Podcasts have a recommendation problem

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Rutger Rosenborg

10 Jan 2024

Podcasts do not go viral. A video clip of an out-of-touch tech billionaire stoking controversy might make the rounds on social media, but podcasts themselves — at least since the Serial phenomenon — do not “trend” in the same way that Netflix shows, products on TikTok, and Spotify tracks do.

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Will 2024 be the year of podcast unbundling?

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Rutger Rosenborg

21 Dec 2023

spotify podcasts

Before Spotify, YouTube, and Netflix disrupted music and video, bundled consumption helped drive profitability. From albums to TV networks, consumer preferences were largely dictated by the bundle, allowing record labels and television providers to leverage the fact that consumers would pay a lot for access to a little.

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Podcasts are following in the footsteps of TV and film…. should they?

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Rutger Rosenborg

14 Dec 2023

Spotify’s 17 percent workforce reduction was one of the biggest headlines in music, audio, and tech last week. Those layoffs coincided with the cancelation of some of the most critically-acclaimed podcasts to come out of Spotify’s acquisition drive: Heavyweight and Stolen .

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Why artist subscriptions are the perfect partner to two-tier licensing

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Mark Mulligan

2 Nov 2023

With two-tier licensing now a thing , it is time to focus the discussion on how to add new components to the DSP ecosystem that will help long-tail artists continue to thrive in this brave new world. There are many positives that two-tier licensing will bring (helping mid-tier artist remuneration, attaching an appropriate premium to lean-forward listening, etc.

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Spotify versus Apple Podcasts: The podcast analytics race has begun

Cover image for Spotify versus Apple Podcasts: The podcast analytics race has begun

Annie Langston

18 Oct 2023

First announced at Podcast Movement in August 2023, Spotify is now rolling out new features and analytics tools to aid podcast discovery. While Apple Podcast’s recent updates target a specific type of creator — creators with subscriptions (and therefore, established audiences) — Spotify is casting a wider creator net and focusing on empowering lesser-known creators to customise their pages.

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Goodbye Google Podcasts: What’s next for YouTube Music?

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Annie Langston

5 Oct 2023

YouTube’s podcast bet just got bigger. Last week, Google announced that its standalone podcast app, Google Podcasts, will shut down in 2024. Since YouTube’s official podcast launch , this strategy was expected , as Google Podcasts began rolling back some of its podcast features while YouTube Music started offering more.

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Spotify’s audiobooks move is another brick in the audio wall

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Mark Mulligan

4 Oct 2023

Streaming has come a long way since its days as a pure music service for super fans. Spotify’s announcement that it is making 15 monthly audiobook hours available to premium subscribers is simply the latest step in a journey that has seen streaming become the 21stcentury’s take on radio.

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How the creator allegations against Kast Media expose an outdated podcast metric

Cover image for How the creator allegations against Kast Media expose an outdated podcast metric

Annie Langston

28 Sep 2023

Podcast creator deals are due for a major wake up call. Podcast advertising is a cornerstone of the industry, as it largely funds minimum guarantees for creators. Minimum guarantees are a set amount of money that creators earn, regardless of their show’s performance.

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Bauer and Audible: Radio and podcasts CAN work together

Cover image for Bauer and Audible: Radio and podcasts CAN work together

Annie Langston

9 Aug 2023

Although podcasts are sometimes considered radio’s replacement, there are key differences between the formats – such as on demand versus live – that serve distinct audiences. In Bauer’s new partnership with Audible, presenters Fleur East (Hits Radio) and Tyler West (KISS Radio) will discuss their top podcasts and audiobooks during their Monday programs, and invite fellow hosts to share their favourite titles.

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Spotify’s Q2 podcast financials: Things may get worse before they get better

Cover image for Spotify’s Q2 podcast financials: Things may get worse before they get better

Annie Langston

2 Aug 2023

Spotify’s Q2 earnings are a mixed bag for its podcast business. On one hand, monthly active users (MAUs) grew to 551 million, with 10 million new premium subscribers (bringing that total to 220 million), while podcast advertising revenue rose by 30% year-over-year.

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Spotify’s Call Her Daddy boosts streams for music superstars — but can podcasts do the same for smaller artists?

Cover image for Spotify’s Call Her Daddy boosts streams for music superstars — but can podcasts do the same for smaller artists?

Annie Langston

19 Jul 2023

Marketing Strategy

As streaming platforms become even more saturated with music and podcasts, thus fragmenting consumption, creating a hit single or superstar artist is not as simple as just dropping a new track. Artists are using every tool, including podcasts, to build engaged audiences and amplify their discoverability.

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BBC signals radio’s shift to the podcast market

Cover image for BBC signals radio’s shift to the podcast market

Annie Langston

31 May 2023

The BBC has traditionally stuck to public programming for its radio arm. However, BBC Radio is now shifting some of its programming to BBC Studios, meaning it can now be offered for global distribution on major podcast platforms, like Spotify.

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