Spotify Podcast Strategy Strong Start, Long Way to Go
Report by
Mark Mulligan
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The 20,000 Foot View: Spotify has bet big on podcasts, viewing them as a means to multiple strategic ends. After a number of major acquisitions, Spotify is beginning to deliver meaningful audience and revenue numbers. Though it is still early days for Spotify’s podcast strategy, there is clear long-term potential to transform the wider audio landscape.
Key Insights
- Podcasts matter Spotify for five main reasons: content, content diversification, creator opportunity, relief, a big non-music bet million Spotify users streamed podcasts on-platform in 2019, generating million, while podcast hours were up on
- Podcasts represented of Spotify’s total 2019 revenue
- Spotify is podcasts for user acquisition much Netflix did with TV shows, original titles in 2019 of Spotify users listen to podcasts monthly, so it has converted less than half of its user base to Spotify-streamed podcasts
- With Spotify representing of all podcast users, Spotify does in podcasts will major impact on the entire
- Spotify will around of the global podcast in 2019; if it increases share to in 2020, it generate around million
- Podcasts could in a recession due to consumers listening for free and shifting spend to digital
Companies and brands mentioned in this report: Acast, Anchor, Dax, Disney, Fox, Gimlet, Global, Marvel, Netflix, Pandora, Parcast, SiriusXM, Spotify