Spotify Pushes New Button to Boost Podcast Listening After Massive Investments
After spending up to $500 million on podcast content in 2019, Spotify introduces a new button targeting users who have not yet explored podcasts on the platform. The feature aims to convert dedicated music listeners into podcast consumers as the company plans even more spending.
Spotify invests heavily in podcasting, spending between $400 and $500 million on the format in 2019 alone, and now actively pushes users to start listening. The company introduces a new button designed specifically for users who have never listened to a podcast on the platform. This feature rolls out across several major markets, including the U.S., U.K., Brazil, Mexico, Ireland, New Zealand, and Australia.
The streaming giant faces a significant challenge because many podcast listeners already use dedicated apps and are hesitant to switch. Spotify attempts to distinguish itself in a market flooded with free content by leveraging premium exclusive offerings. The company also prominently features podcasts in its viral year-end wrap-ups to drive awareness and encourage users to explore the medium.
Discovery remains a crucial puzzle for Spotify as it tries to hook new listeners. The new feature recommends both Spotify-exclusive podcasts and shows available on other platforms. It remains to be seen exactly how much the company prioritizes its own costly exclusive content within these recommendations as it seeks a return on its massive investment.