Spotify wants to become the gatekeeper of podcasting – something that it criticizes Apple for doing. We’re going to be working with the same crew doing the exact same show.” But Rogan is known for having controversial guests on his podcast, including Alex Jones and other conspiracy theorists. I am not going to be an employee of Spotify. He told fans, “it will be the exact same show.
Rogan says he won’t make changes for Spotify. From 2014 to 2020, Spotify purchased over 15 companies related to data analytics, audio ad tools, and podcasting networks. This results in the commodification of podcasts – the actual content isn’t as crucial to Spotify as the listener data it generates. Those listening habits are used to auction off ads to the highest bidder buying listens based on demographics rather than content. Spotify wants to change that by gathering the podcast listening habits of its users. Due to the open nature of podcast distribution, most listening data isn’t centralized. Spotify wants to mimic this behavior to become the gatekeeper of independent podcasting.Īfter all, if you have to listen to your favorite podcast on Spotify, you’re more likely to stick around for music, too. Facebook gatekeeps social networking with groups, pages, and business profiles. Google gatekeeps web searches, online videos, and maps information. Google and Facebook became gatekeepers of the web – nearly all searched content is found on these two sites. Suddenly, website publishers needed to maintain a Facebook page to capture advertising. These two behemoths made themselves platforms to redirect the flow of advertising dollars from publishers to themselves. Google earns roughly 90% of its revenue by serving ads, while Facebook earns an estimated 98% of its revenue by serving ads. That delicate balance is being disrupted by Spotify (and Apple), much the same way Facebook and Google dominated the early web.
Building an audience as an independent podcast is hard, but with excellent production values, advertising and sponsors come naturally. In the past, podcasting has had a relatively low barrier to entry.
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