Spotify Pivots Podcasting Strategy Yet Again, This Time to Syndication

Spotify Pivots Podcasting Strategy Yet Again, This Time to Syndication
Picture Credit score: Spotify

Spotify pivots its podcasting technique but once more — this time with an eye fixed on syndication.

Spotify is shifting its podcast technique once more, making its exclusives out there on different platforms to achieve income by way of syndication. The corporate is in talks to make its well-liked podcasts Armchair Knowledgeable and Something Goes out there on different streaming platforms, reversing its prior technique to draw listeners exterior its platform by way of syndication and boosting income for the exhibits.

Armchair Knowledgeable is hosted by Dax Shephard and Monica Padman, at present billed as a “Spotify Unique,” however could quickly be out there on different platforms. The audio model of Emma Chamberlain’s Something Goes is already out there on Apple’s Podcast service, with extra exhibits prone to observe, in response to Bloomberg reviews from individuals with data of the state of affairs.

Spotify’s determination to broaden distribution for Something Goes and Armchair Knowledgeable mirrors its transfer to broaden distribution for Science Vs — a Gimlet present sallying forth after Spotify’s most up-to-date 200-count layoff of staff gained in the course of the firm’s acquisition of Gimlet and Parcast — and maybe serves as an acknowledgment of the restrictions imposed by Spotify’s exclusivity mannequin.

Reversing technique and setting a precedent for broader distribution of different exhibits would deliver Spotify in nearer alignment with retailers like SiriusXM, specializing in buying listeners slightly than bringing listeners to a selected platform. 

It’s a method that has served Spotify previously, with sports activities and popular culture podcast studio The Ringer sustaining its broad distribution since Spotify acquired it in 2020. Gimlet-original hit The Journal can also be out there on platforms like Apple Podcasts and Google Podcasts.

However Spotify’s podcasting enterprise, although nonetheless huge, continues to break down like a flan in an oven. Many authentic founders and executives who got here to Spotify to construct its podcasting empire have left previously 12 months. 

That checklist contains Nir Zicherrman, who headed the corporate’s audiobook division; Michael Mignano, who ran the corporate’s podcasting tech stack; prime podcast dealmaker Courtney Holt; Gimlet co-founder Alex Blumberg; and Parcast founder and head of discuss creator content material and partnerships Max Cutler.


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