People-powered podcast, from Spotify
Spotify –all fired after a number of podcasting acquisitions – is looking to tackle the thorny issue of podcast discovery. But the music streamer is eschewing a technological fix and leaning on people power.
The company has begun trialling human-curated playlist suggestions to show to a small percentage of Spotify users across eight markets: the UK, US, Canada, Colombia, Chile, and Argentina, Mexico and Sweden. The recommendations revolve around just five genres – true crime, comedy, geek culture, walking and relaxing.
Spotify has, of course, been dabbling with recommendations for a while, though this is new for podcasts. The company’s Discover Weekly feature, which launched back in 2015, compiles a two-hour suggestions playlist based on user listening habits and others with similar likes.
Future podcasting: The US podcast advertising market will exceed $1 billion in 2021, up from $480mn last year, according to the IAB and PwC. Researchers also found that the top five podcast categories in 2018 were news, politics and current events content (18.4% of revenue), ahead of comedy (13.9%), business (12.8%) and education (10.6%).