Lydia Polgreen, head of content at Gimlet Media, which Spotify purchased in 2019, told Vox's Recode that it wants to develop the ''60 Minutes' for audio,' a weekly news show that becomes 'appointment-listening' for many Americans. Spotify hasn't released exact numbers, but Edison Research shows that podcasts now account for 6% of total listening time in the U.S, up from 2% in 2014. Get more people to listen to podcasts – Spotify has invested heavily in podcasting, but the share of total listening hours going to podcasts instead of music is still relatively low. Here are six things the company needs to do to keep itself at the top.ġ. Spotify's podcasting crown could still switch heads, as Citi analysts suggested in January that the company's investments had not yet resulted in an increase in new paying subscribers. A deal struck in May 2020 made 'The Joe Rogan Experience,' the most popular podcast in the U.S., exclusive to Spotify in December of the same year.īut, it's not game, set, and match just yet.

Acquisitions of Anchor and Megaphone served to bring literally over one million podcasts to the streaming music service and help growing podcasters earn revenue. It hasn't necessarily been a coup, or a Godfather-esque consolidation of power, but Spotify has made mega-moves in recent years to become the top dog in podcasting.

Spotify plans for podcast payments