Spotify’s new podcast features mimic music discovery

The economic recession has resulted in a series of layoffs in audio divisions across many major platforms. Spotify’s investments in the podcast market outweighed its competitors, and the reductions were similarly high, specifically in acquired networks, like Gimlet Media. Nonetheless, podcasts’ steady growth out of lockdown and Spotify’s latest podcast feature announcements illustrate the continued expansion of the format in a way that mimics music’s own journey in streaming. 

As music streaming normalised, flooding platforms with content and focusing attention on songs rather than albums and artists, platforms had to develop new ways for music to be discovered and consumed. Thus, streaming platforms, like Spotify, introduced curated playlists and radio stations with tailored music recommendations. Until now, the mainstream podcast streaming space has lacked strong discovery features. But Spotify’s 2023 Stream On event debuted new ones, including podcast chapters and previews to help new listeners discover content. Discovery tools are imperative for podcasts, as the format requires a bigger time and attention buy-in from listeners compared to music. The previews will be part of Spotify’s new vertical-style, video-focused home screen, alongside music and audiobook content. As audio content continues to oversaturate and share the same platforms, it is imperative that listeners can easily navigate and discover podcasts. Perhaps previews and chapters will become for podcasts what playlists are for streaming.