Analysis of Spotify’s Podcast Play: Identifying the Opportunities and Challenges in Growing the Podcast Format
With podcast advertising revenue out-growing forecasts and media platforms creating strategies and teams around the audio format, it is evident that an increasing amount of attention is on podcast markets and creators. The recent developments in podcasts over the past four years indicate the belief in the future value of the format. Audio platforms and streaming services have recognized the potential of podcasts as a way to capture more time spent on their services and ad revenue from their content. Although podcasts are leading the hype around audio streaming services and are playing a part in driving an audio renaissance, audience sizes are still not meeting expectations. Audio streaming platforms, led by Spotify, have addressed this issue by implementing various new audio features and partnerships. However, the challenge remains of drawing new listeners and keeping them engaged with the format by encouraging them to find and listen to new shows.
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Klause, Nathaniel. “Analysis of Spotify’s Podcast Play: Identifying the Opportunities and Challenges in Growing the Podcast Format.” Master's Project, Berklee College of Music, 2022. https://remix.berklee.edu/graduate-studies-global-entertainment-business/91