12/24/2023 0 Comments 2021 gold rush castAmazon Music only launched podcasts in September 2020, so it may be two years behind Spotify – but its war chest could close the gap. Promos through Amazon Music and even Audible could accelerate ambitions. It knows that the network will add value to its Alexa voice-controlled ecosystem. Late in December, Amazon made a play into podcasting by buying Wondery, an independent podcast network. Still, with its voice tech in many homes dying for content, and its formidable recommendation engine primed, it is only a matter of time until YouTube awakens. Premium users can listen in background but most free users must run the video - which clashes with the on-the-move, passive podcasting experience. Top podcasts inevitably live there with cam footage or a still image but it is a force fit. It has audio originals in the works, building upon its gaming and TV verticals. But with its huge footprint, it is never out of the race. One study shows that Spotify caught the market leader by December 2019.Īpple’s original podcast output has been limited to self-promotion so far. Apple’s iTunes has hosted podcasts since 2005. There’s more content, more income and more listeners – the 16-year-old platform’s had an unmissable growth spurt.Īpple reportedly builds a podcasting subscription product for fears of “losing out” on the current boom. In the UK, Spotify podcast listeners grew by 11.4% 2019 through 2020. And maybe that’s OK: the potential audience in Spotify is huge. Spotify is incentivizing the opposing strategy. Exclusivity is key here, which is unusual since most producers distribute podcasts as widely as possible. It entered podcasting late in 2018 and acquired Gimlet, Anchor and Parcast, as well as talents like Joe Rogan and the Obamas. It already had a huge share of audio listeners but with podcasting, it grew its appeal and kept existing users in the app longer to drive premium subscriptions. In Q2 2020 reportedly 42% of podcast listeners used it. Spotify recently became the world’s leading podcast platform. Distribution, scale and advertising come easy to them and they see an opportunity. Incoming tech playersīig tech is rallying around podcasting.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |