But the company has struggled to convince Wall Street that its spending spree has been worth it. It is the dominant platform in music streaming and has supplanted Apple as the most popular way people listen to podcasts in many markets. With more than 420-million users and about 182-million paid subscribers, Spotify is the largest audio service in the world. It is too early to call the strategy a failure. Rogan’s show, the service’s most popular and controversial, has caused Spotify one public relations headache after another. Yet despite all of Spotify’s spending on podcasting, it accounted for only 7% of total listening hours in the first quarter of 2022 and 2% of revenue last year, the company announced in June. Podcasting offers Spotify exclusive material that forces other tech giants to carry its service - and creates a revenue stream the music labels cannot touch. The company’s deals with record labels require it to pay them more than 70% of every dollar that comes in, which is why Wall Street has long doubted the business model.
#Spotify podcaster free
Spotify moved into podcasting to free itself from the unprofitable and competitive business of music streaming. Call Her Daddy has about 3-million listeners - known collectively as the Daddy Gang - according to the Los Angeles Times.
#Spotify podcaster tv
The frustration stemmed in part from the research & development team measuring podcasts against TV shows such as Lost that drew almost 20-million viewers a night in its heyday. Another, The Ringer, produces a network of beloved sports and pop culture shows led by Bill Simmons’s eponymous podcast. One of those studios, Parcast, is behind Call Her Daddy, a show hosted by Alex Cooper about relationships and sex that is one of the 10 most popular podcasts in the US, according to Edison Research.
#Spotify podcaster serial
Sure, Spotify had not produced a show that penetrated the culture as Serial had, but its studios are responsible for many popular podcasts. The report frustrated people in Ostroff’s orbit. (Rogan’s show is now exclusive to Spotify.) A couple of dozen shows were classified as lesser hits. The team, the employees say, identified two groundbreaking hits - neither of which Spotify produced: Serial, the true-crime drama that introduced many to the format (and is now owned by the New York Times), and The Joe Rogan Experience, a talk show from the former host of Fear Factor. Spotify evaluated how well shows did based on listenership, their traction on social media, and if they attracted new fans to the service, among other criteria. In 2021, Ostroff’s research and data team asked a question that many at Spotify already knew the answer to: had any of this spending yielded a major new hit? The team produced a report that basically said no, according to five current and former employees who did not want to be named discussing internal business. Over the next four years, Ostroff spent more than $1bn on the business, licensing shows, buying production studios and signing exclusive deals with celebrities, including the Obamas, Kim Kardashian and Prince Harry and Meghan Markle.
#Spotify podcaster how to
Though she had no background in podcasting - or music, for that matter - her time in TV taught her how to talk to talent. Spotify Technology was just starting to build its podcasting business when Ostroff joined, and it needed to find a splashy way to attract listeners. She took the job as Spotify’s chief content officer in 2018 to make a new kind of hit. After more than three decades in TV, Ostroff saw that a generation raised on the internet had forsaken cable for apps such as TikTok, YouTube and Instagram.
A former local news reporter, she has credited her success to knowing what young people like. Dawn Ostroff rose to the top of the TV industry in the 2000s by developing deliciously addictive shows such as America’s Next Top Model and Gossip Girl.
0 kommentar(er)
