![]() ![]() This gives Spotify ownership or distribution control of a meaningful portion of the podcast supply chain. It started this by acquiring three studios (the Ringer, Gimlet, and Parcast), investing in an internal podcast studio, and buying two popular distribution platforms (Anchor and Megaphone). While Spotify just announced a subscription/paywall feature similar to Apple, its main strategy for podcast monetization is building out a global advertising network. Investors should look at these deals not as a way for Spotify to make money, but as a customer acquisition tool that will help it take more market share from Apple Podcasts. It also has signed exclusive deals with the Joe Rogan Experience and other popular shows and hosts. At the end of last year, 25% of Spotify users engaged with podcasts, which, based on its end-of-year user numbers, means 86 million people now use the service to listen to podcast content. Spotify started 15 years ago as a music streamer, but has since pivoted to the entire audio market. ![]() Spotify: A vertically integrated solution Besides these few updates, Apple doesn't seem to be doing much else in trying to improve the Apple Podcasts experience, for either creators or users. Like with all apps that go through iOS, Apple will take 30% of subscription revenue in the first year and 15% each year after that. It is also getting into podcast playlists, where people curate groups of shows they think specific audiences will like.īut the biggest change was Apple's announcement that it is letting podcasts launch premium subscriptions for exclusive, extra, or early window content. Users of Apple Podcasts will now get a better search tab and easier access to charts and categories, plus some smart playback features will help users jump around to different parts of an episode. This is changing with the next iOS update, announced at the latest Apple product event. Essentially, Apple just let the industry grow on its own by keeping its distance from both listeners and creators but also ignored easy ways it could help improve the industry, like with better curation for users or monetization tools for creators. It stayed as the dominant player mainly because no major platform tried to compete with it, and likely sustained its success because the app came pre-downloaded on over a billion devices. Over the past decade, Apple Podcasts hasn't improved much or added new features. Which strategy will win over the long term? Both Spotify and Apple are trying to gain market share and help creators monetize their podcasts, but in different ways. ![]()
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