Inside Spotify’s Big Podcasting Bet – Can It Take a Bite Out of Apple?
Spotify, already the world’s top music streamer, has a bigger goal — becoming the world’s No. 1 audio platform. To get there, Spotify is placing big bets on podcasts, a space long dominated by Apple. Over the last few months, Spotify has paid $100 million to land an exclusive deal with Joe Rogan, the biggest name in the industry, and signed Kim Kardashian to host her own criminal justice podcast. It also recently signed an exclusive deal with DC Comics to create shows centered around heroes like Wonder Woman and Batman. And in February, Spotify paid up to $196 million for Bill Simmons’ The Ringer, which features dozens of podcasts, including Simmons’ popular sports and entertainment podcast. The moves were a clear sign Spotify wants to be known for more than just music. Courtney Holt, global head of studios and video, told TheWrap that Spotify made its bet on Rogan and other exclusive pods after seeing their users clamor for more than just music. “We don’t have Joe Rogan on the service (right now), but it was one of the most searched for and demanded podcasts from our consumers,” Holt said. “So it made sense for us to be able...
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