Spotify has bought two podcast startups and it wants to buy more
Daniel Ek says he wants to spend up to $500 million on acquisitions this year
Spotify is a streaming music company that wants to become a podcast company, too.
Not only has Spotify acquired Gimlet Media, a podcast producer and network, for around $230 million —
Here’s his explanation of the rationale behind the moves into podcasting: “We are building a platform that provides a meaningful opportunity for creators, excites and engages our users, and builds an even more robust business model for Spotify in an industry we believe will become significantly larger when you add Internet-level monetization to it.”
And here’s Spotify’s explanation to investors, which is slightly more brass tacks: “Growing podcast listening on Spotify is an important strategy for driving top of funnel growth, increased user engagement, lower churn, faster revenue growth, and higher margins. We intend to lean into this strategy in 2019, both to acquire exclusive content and to increase investment in the production of content in-house. The more successful we are, the more we’ll lean into the strategy to accelerate our growth, in which case we would update guidance accordingly.”
In plain English, that means: Spotify thinks podcasting can help it find new users, keep the ones it has, generate more money, and increase its profit margins, because it’s cheaper to make or license podcasts than songs from big labels and hit artists. Look for more podcasts to run exclusively on Spotify.
Context: Spotify’s newfound appreciation for podcasts comes after it has made halting and ultimately unsuccessful attempts to push into video. At one point Spotify considered moving into streaming TV, and eventually made a less ambitious move into streaming clips, which you likely
Video posed two big problems for Spotify: Paying for the top-tier shows and networks is very expensive, and most people rightfully don’t think of Spotify has an app they want to look at — it’s one they listen to. But don’t rule out a video move in the future; particularly one that leverages Spotify’s large customer base, which currently includes 96 million paying customers and a total of 207 million users.