Blog: windowing

Spotify’s exclusive deal with The Joe Budden podcast, as well as upping the output from a weekly to a bi-weekly show, is demonstrative of the opportunity that music streaming services perceive podcasts offer for monetisation behind their paywalls.

For a brief moment last year, windowing seemed like the future of music streaming. Already common practice in the film-industry, the strategy was being touted as a way of utilising artist fan engagement to drive registrations (both freemium and paid) to streaming services, thus engendering the payment behaviours that would ultimately grow the industry.