More than Joe Rogan: Inside Spotify’s audio revolution

Earlier this week, Spotify dropped some culture-rattling information: J.J. Abrams’s manufacturing firm Dangerous Robotic will now be creating podcasts for the streaming platform in an unique, first-look deal. It’s the sort of announcement observers have come to anticipate from Spotify, whose foray into podcasting has been outlined by splashy content material offers with the likes of Joe Rogan, Dax Shepard (by way of his well-liked Armchair Expert podcast), Michelle Obama, and The Ringer, Invoice Simmons’s sports activities media empire that Spotify purchased for over $250 million in 2020.

Spotify’s chief content material and promoting enterprise officer, Dawn Ostroff, tells Quick Firm that the take care of Abrams, the writer-director behind Cloverfield, Alias, Star Wars: Episode IX, and plenty of different movies and sequence, is “testomony to how we’re persevering with to put money into premium content material and be in enterprise with the most well-liked creators on the earth.” As for Abrams, he’s a “storyteller who has an extremely adventurous facet in relation to attempting new issues.”

Daybreak Ostroff [Photo: courtesy of Spotify]

The identical might be stated for Spotify, which during the last three years has transitioned from a groundbreaking music streaming service to 1 that additionally now affords 3.2 million podcasts on its platform. The enlargement has been nothing in need of meteoric when you think about that Apple, which has been providing podcasts since 2005, has simply over 2 million audio reveals. (The time period podcast derives from “iPod.”)

Spotify’s positive factors had been highlighted in its third-quarter earnings report in late October, when it revealed that 3.2 million determine, in addition to the truth that promoting income from podcasts helped drive whole advert income up 75% 12 months over 12 months. Stockholm-based Spotify is now on monitor to move 1 billion euros (extra than $1 billion) in advert income for the primary time this 12 months. Much more noteworthy, founder and CEO Daniel Ek said, “We lately turned the No. 1 podcast platform U.S. listeners use essentially the most.” The declare was based mostly on survey information carried out by Edison Research, which requested a pattern of extra than 8,000 weekly podcast shoppers within the second quarter: “What platform or service do you employ most to take heed to podcasts?” Spotify clocked in first with 24% of weekly podcast shoppers, beating out its foremost rival, Apple, which got here in subsequent with 21% of podcast listeners. YouTube accounted for 18% of the pie.


The milestone for Spotify doesn’t imply victory over Apple is sort of a fait accompli. Knowledge from eMarketer means that in relation to month-to-month energetic customers within the U.S., Spotify is on monitor to overhaul Apple, albeit narrowly, by the top of the 12 months with 28.2 million to Apple’s 28 million. In keeping with Podtrac, Apple nonetheless receives way more month-to-month podcast downloads than Spotify versus streams. However Spotify’s fast progress reveals how it’s poised to dominate an trade whose personal progress has gone into hyperdrive due to the pandemic—41% of Americans take heed to no less than one podcast a month at present, in comparison with 25% three years in the past—and, within the course of, redefine it.

As Spotify steadily acquires audio content material corporations and distributors (akin to Anchor and Gimlet, which it bought in 2019 for $340 million), and pushes out new options like stay audio, paid subscription, video, polls, and different modes of personalization and interactivity, the corporate is getting down to change into not solely the most important podcast platform on the earth, but in addition essentially the most transformative. Certainly, the corporate likes to say it’s investing not simply in podcasts however in “future codecs of audio.” And it’s doing this at a velocity that Ek says is an integral a part of the plan. Through the earnings name, he repeatedly invoked the time period velocity to explain the corporate’s audio technique.

“Why does velocity matter a lot to Spotify? As a result of I consider that it’s going to in the end decide our long-term success,” he stated. “In case you are gradual, you higher be proper more often than not. However in case you are quick, you possibly can check and iterate extra, which creates a tradition of innovation.”

Once I discuss to Simmons, he echoes this sentiment. “At Spotify, everybody has the identical goal, which is, how can we change into the most important in audio? One thing like Greenroom [Spotify’s live audio feature], because it was defined to me, was like, ‘Is that this the [next big] factor? We don’t know. But when it does change into an enormous factor and we’re not there, how are we the chief of audio? We’ve got to be there.’ So we attempt to determine it out.”

Entry to the Greenroom

Determining Greenroom is an apt window into how Spotify invests in new codecs because it tries to woo extra creators and listeners alike. Final March, Spotify acquired Betty Labs, the creators of Locker Room, a sports-focused, live-audio app that enables customers to arrange a Twitter Areas-like atmosphere the place they’ll hear, elevate their hand (nearly) to talk, or sort feedback. The classes will also be repurposed afterward as a conventional podcast.

Invoice Simmons [Photo: Emily Shur/HBO]

The Ringer is already experimenting with the format—which at this level permits just one,000 folks in a room—and, as a part of its new audio partnership with the WWE, which features a deal to make unique Spotify content material collectively, it is going to be going stay by way of Greenroom after each main WWE pay-per-view occasion. “The interplay with the listeners is clearly a extremely cool wrinkle that you just don’t have in podcasts,” Simmons says, although he admits that the pull of standard podcasting stays sturdy and never the whole lot is supposed to go stay. “The factor to actually attempt to determine is what is sensible for Greenroom and what is sensible for a pod. That’s the dialog we all the time have on the Ringer facet.


“If we have now time and we are able to edit one thing, I’m all the time going to assume the podcast will win,” he continues. “Then again, if in case you have an awards present, just like the Oscars, and it ends, folks need to speak about it. They need to hear good folks speak about it instantly. That’s the place Greenroom is available in. Final week there was an enormous MMA card, and we have now [sports journalists] Ariel Helwani and Chuck [Mindenhall] and Petesy [Carroll] and the cardboard ended and so they had been going, like, ‘What’d you assume? What occurred? Who gained?’ That’s, for me, the place the stay audio turns into actually fascinating.”

Pivot to video

By far the most important format push at Spotify proper now could be video, a medium that the corporate has experimented with through the years in a sequence of begins and stops. There was a sequence of video originals that the corporate commissioned after which scrapped again in 2017. However there may be the sensation that customers at the moment are prepared for video content material, notably as “the pandemic has pushed folks to undertake new technique of creation,” says Mike Mignano, senior director of the creation platform at Spotify. “A lot of us are on video platforms quite a bit now, which has lent itself to recording video podcasts.”

Video can also be a approach for Spotify to lean into its youthful demographic, a technology that has grown up on digital video, and capitalize on a format that propelled Rogan, Spotify’s largest in-house identify, to social-media superstardom. The controversial MMA fanatic had racked up 10 million followers on YouTube, the place his clips usually went viral. However whilst he migrated his audio viewers over to Spotify after his Might 2020 deal—he reaches extra than 200 million listeners a month on Spotify—his full-episode movies remained on YouTube till final December, after they, too, turned unique to the streaming platform.

Ostroff says that Rogan was “the prototype and the inspiration” for Spotify’s push into video. “Joe had a major quantity of his viewers who was not solely listening to him as a podcast however watching as properly. In order a part of our deal, as an experiment, we stated, ‘Okay, let’s put together ourselves and the platform for video and let’s use Joe as our instance. And we noticed an amazing quantity of the viewers watching the podcast on Spotify along with listening to it. The numbers had been vital.” (Followers have been much less happy. They are saying YouTube was extra “handy” to look at than Spotify, and miss the flexibility to remark.)

Video continues to be being rolled out to creators at Spotify, and there was some grumbling concerning the gradual tempo, for the reason that function was introduced extra than a 12 months in the past. Ostroff insists that it’s nonetheless in beta mode, and that “it’s crucial to verify we get the tech proper. Our purpose is to have 1000’s of creators on the platform now in video, and that might be considerably increasing subsequent 12 months in a significant approach.”

Occurring offense in promoting

Spotify’s promoting push has been simply as aggressive—and quick—as what it’s doing on the content material facet, and Ostroff virtually chirps when she cites how podcast adverts are pushing the corporate’s total income past the place it’s sometimes been. This progress will assist offset the drag that podcasts nonetheless are on gross margins, given how a lot cash Spotify has been shelling out to amass platforms, studios, and unique rights. However the firm insists that podcasts drive total progress due to the engagement they foster, which retains customers on the service.

The spike in advert income comes on the heels of a succession of initiatives, just like the introduction of streaming ad insertion; the acquisition of the podcast-ad agency Megaphone; and the rollout of the Spotify Viewers Community, which permits advertisers to purchase spots that concentrate on an viewers fairly than only a particular present. Spotify says that the variety of podcasts within the community has grown by extra than 50% because it launched, and that almost one in 5 Spotify advertisers are collaborating. The push into video will open up extra advert alternatives—and, extra essential, greater CPMs—for each Spotify and creators.

Ostroff says new promoting isn’t occurring simply within the U.S., as Spotify strikes into new territories globally, all of which have helped push its whole person quantity to 381 million. In France, for instance, the variety of podcasts created on Spotify grew 75% 12 months over 12 months, and listeners in that nation spiked 89%. To gasoline this additional, Spotify is taking a Netflix-like strategy and adapting native content material for English-speaking audiences. Following the success of a sci-fi podcast in Chile known as Caso 63, Spotify is now reproducing the present for U.S. and different English-speaking territories. “We don’t actually translate the podcast phrase for phrase,” Ostroff says, “however we make adjustments so cultural references are related to any given market or nation. We’ve completed that with plenty of our Parcast podcasts which have traveled and completed very properly in different markets.”

Proudly owning the dialog

Adan Winer [Photo: courtesy of Spotify]

For the informal observer—or listener—what Spotify is admittedly successful proper now could be “digital conversations,” says Adam Winer, the corporate’s head of content material technique, analytics, and insights. “In case you have a look at what individuals are posting about, how are they speaking concerning the totally different podcast suppliers on the market—we’re not simply successful customers, we’re successful the dialog. Or perhaps we’re successful the customers as a result of we’re successful the dialog. We’ve been capable of have cultural affect in beneath three years. Persons are speaking about Spotify now with regard to podcasts, and that powers our total success there.”

That model halo impact is pushed by people like Rogan, Simmons, Shepard—and now Abrams—and Ostroff says there’s no plan to decelerate in relation to investing in tentpole manufacturers, whilst the corporate concurrently courts lesser-known creators by giving them extra instruments to arrange store and begin streaming an audio present.

Monica Padman and Dax Shepard [Photo: Robby Rob]

Monica Padman, cocreator and cohost of Armchair Professional, says that she and Shepard’s transfer to be unique to Spotify (the present was obtainable on a number of platforms beforehand) wasn’t a foregone conclusion and that they had been anxious about probably angering—and shedding—followers within the transfer. However Spotify’s promise of extra assets in the way in which of promoting and promoting alternatives has panned out. There are different perks, too. When Ed Sheeran was a visitor on Armchair, the episode was promoted on Sheeran’s music playlist and album. “It’s a pleasant marrying of issues that I believe individuals are in search of as of late. It’s a one-stop store,” Padman says.


Additionally pleasing, she says, is that their viewers stays intact. “Spotify has 381 million month-to-month energetic customers,” she says. “They’ve 3.2 million podcasts. It’s simply cool to be a part of that household and a part of the expansion of it. Podcasting, it’s so bizarre to say, it’s nonetheless sort of comparatively new and everyone seems to be simply figuring it out. I believe Spotify is aware of what they’re doing, and it’s cool to be of their arms. We really feel secure there.”