Spotify Will Push Podcast Content in a New Marketing Strategy
Mishal Omar — August 29, 2017 — Marketing
References: chicagotribune & engadget
Spotify is taking advantage of the increased popularity that podcasts are currently seeing by offering more "podcast-focused advertising and original content."
The new strategy was created in partnership with WNYC in order to bring the podcast and radio streaming site's programs to Spotify. It will also be launching a series of new shows in the coming months, and Spotify's new commitment to promoting podcasts will reveal a dedicated podcast tab in the "browse" section of the app.
The music streaming site will also be promoting podcasts via its ads on buses, and in return the hosts of some of the podcasts it will be featuring will "talk up Spotify on social media and during their shows."
The new strategy was created in partnership with WNYC in order to bring the podcast and radio streaming site's programs to Spotify. It will also be launching a series of new shows in the coming months, and Spotify's new commitment to promoting podcasts will reveal a dedicated podcast tab in the "browse" section of the app.
The music streaming site will also be promoting podcasts via its ads on buses, and in return the hosts of some of the podcasts it will be featuring will "talk up Spotify on social media and during their shows."
Trend Themes
1. Increased Podcast Advertising - The new partnership between Spotify and WNYC highlights the trend of music streaming platforms focusing on podcast advertising, creating opportunities for brands to reach a growing podcast audience.
2. Dedicated Podcast Tabs - Spotify's new dedicated podcast tab reflects the trend of music streaming platforms recognizing the demand for podcast content, presenting an opportunity for podcasters to reach a wider audience.
3. Cross-promotion Between Podcasts and Music - Spotify's strategy to have podcast hosts talk up the platform on social media and during their shows shows the trend of combining podcasting and musical content, allowing for innovative cross-promotion strategies.
Industry Implications
1. Music Streaming Platforms - The increasing focus on podcast advertising by music streaming platforms like Spotify presents disruptive innovation opportunities for brands looking to engage with a wider audience through this emerging medium.
2. Podcasting - The growing demand for podcast content, exemplified by Spotify's dedicated podcast tab, offers opportunities for podcasters to expand their reach and monetize their content on a prominent music streaming platform.
3. Media Advertising - The cross-promotion between podcasts and music on platforms like Spotify opens up disruptive innovation opportunities for advertisers to explore creative ways of engaging with consumers through integrated advertising campaigns.
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