It’s just a question of getting people to use it. There’s never been a single podcast company that sells ads, makes content, has a popular podcast player and gives people the tools to create their own shows. People don’t need Spotify Premium to hear or watch it. It acquired the show to become the go to place for listening and this is crucial to Spotify’s strategy. The company said they bought Joe Rogan’s show because it was one of the most searched podcasts. That data informs its purchasing decisions. Spotify knows what content listeners search for the most. It’s now about getting people to use its app. Spotify’s strategy to get exclusive big name record releases failed in the past. The team humongous amount of money in an effort to lock down the industry’s top content committing it to Spotify’s library. Then this year it also acquired ‘The Ringer’ and Bill Simmons flagship show for reportedly around $196 million. All together the company spent around $400 million for those three companies combined. It bought two podcast networks ‘Gimlet Media’ & ‘Parcast’ as well as a podcast creation company called ‘Anchor’. Spotify made its podcasting ambitions known in 2019 with three acquisitions. Joe Rogan’s deal is actually an essential part of Spotify’s plan to become the biggest player in audio. The show hasn’t even been available on Spotify up until this point, and the company is reportedly spending potentially more than $100 million to bring it over. Joe Rogan one of the world’s most popular podcasters is making his show ‘The Joe Rogan Experience’ a Spotify exclusive.
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