Blog: spotify podcast strategy

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.

Audio is incidental: Why Spotify wants to become a creator ecosystem

Rutger Rosenborg

11 Dec 2024

Spotify

Spotify Wrapped

Podcasts

First there were artists, and then there were podcasters. Now, there are artists, creators, and authors on Spotify. As we covered at the end of November, Spotify has officially renamed its Spotify for Podcasters hub to Spotify for Creators as the company looks to unlock the power of video in podcasting .

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

Rutger Rosenborg

21 Nov 2024

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 ”.

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Spotify’s engagement game: How Nebula and direct video uploads could change podcasting

Rutger Rosenborg

12 Jun 2024

Podcasts

Video podcasts

Spotify

In May 2019, Dave Wiskus and a handful of YouTubers launched an independent subscription service called Nebula. The purpose of Nebula was to provide creators — namely, video creators, podcasters, and educators — with an alternative to YouTube’s multi-channel networks.

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What podcast slowdown? 1.2 billion people will be listening by 2030

Rutger Rosenborg

11 Apr 2024

Podcasts

spotify podcasts

Spotify

Is podcasting slowing or growing? Both, as it turns out. With marketing and advertising budget cuts contributing to layoffs and cancellations at major podcasting players like Spotify and NPR, 2023 was an uncertain time for the podcast industry.

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Spotify wants to make podcasts a marketing driver for music

Rutger Rosenborg

4 Apr 2024

Podcasts

Music streaming

music industry

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

Rutger Rosenborg

29 Feb 2024

Audio

Podcasts

Streaming

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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Will 2024 be the year of podcast unbundling?

Rutger Rosenborg

21 Dec 2023

Podcasts

spotify podcasts

Spotify

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?

Rutger Rosenborg

14 Dec 2023

Spotify

Netflix

Podcasts

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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Just What Is a Podcast, Anyway?

Mark Mulligan

17 Jan 2020

Audio

audio strategy

Media

The podcast market – as with all media – is going through dramatic change, stretching the very meaning of what podcasts even are. To understand this fast-changing market, it is important to think outside of the constraints of traditional lenses as they can obscure the bigger picture.

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MIDiA’s Podcast Research – A Response

Mark Mulligan

15 Jan 2020

Media

midia podcast data

midia podcast tracker

Last week we published a blog post highlighting some initial findings from our inaugural quarterly podcast tracking data. The results show Spotify in a leading position as a standalone platform, Apple Podcasts second and national broadcaster apps doing well.

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Spotify AND Apple Lead Podcasts – It’s All Down to How You Measure It

Mark Mulligan

10 Jan 2020

Media

midia podcast data

midia podcast tracker

The podcast platform data from MIDiA’s Q4 tracker is in. These are the high-level findings (you can read more about our methodology here ): Apple still leads overall: A recent report showed that Spotify has become the leading podcast platform in the US.

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