Spotify and the Podcast Boom

Back when they were first introduced in the early 2000s, podcasts were few and far between. Despite its slow start, however, episodic audio content is absolutely booming today, largely thanks to improvements in mobile technology and out culture's appetite to consume content on the go. After significantly ramping up its podcast platform and offerings in early 2019, the music streaming giant Spotify has made it easier than ever to publish and listen to podcasts, both big and small. So what does Spotify's increased focus on podcasts mean for the industry? In this post, we'll discuss how Spotify is contributing to the current podcast boom and making audio content more valuable for brands and audiences alike.

How Spotify Makes Podcasts More Accessible

While Spotify first began supporting podcasts and other non-music content back in 2015, this content was just a small piece of the pie on the streaming service until early last year. In 2019, however, Spotify saw the massive popularity of podcasts was only continuing to grow, and therefore, the team decided to restructure the way podcasts are available on the app in order to give the segment a stronger focus. By organizing podcasts into a separate tab from music within the platform, Spotify helped to bring more awareness that your favorite podcasts, along with a plethora of new shows, are available within the music app many podcast listeners are already using. This service makes it more convenient than ever to listen to podcasts and cut down on the number of apps someone might need in order to consume their favorite content.

At the same time, Spotify also made an effort to help listener discover new podcasts and radio shows by categorizing podcasts by genre. As many podcasters know, one of the toughest struggles in producing a podcast is getting found by new viewers. While word of mouth and social media can do a lot to build an audience, it can be difficult to get the message out about your show because search engines can't index audio content. While there are strategies to help get the word out about the content of a podcast, Spotify has made it a lot easier for listeners to identify what shows they might be interested in based on main topics and content genres.

Is It Time to Start a Podcast?

When a brand is developing a marketing strategy, the questions of what content to produce and how are plentiful. Thanks to Spotify, as well as other helpful apps, platforms, and marketing strategies, there is currently a lot of opportunity for podcast production in the media landscape. Besides the sheer fact that more people than ever are listening to podcasts, meaning you have a great chance of finding your target audience with this content, there are other reasons why podcasts make a great content type to spread brand awareness and generate leads. First, a podcast allows your team to share their expertise and/or entertain listeners with relevant stories at the same time. The episodic nature of podcasts can keep listeners coming back for more, giving you a great opportunity to build and strengthen their relationship with your brand.

Additionally, because podcasts can be listened to while commuting, working, or just about anything else, this content type can be effective for capturing a busy niche audience. While the production costs for a podcast can range depending on how much equipment you want to invest in, its generally fairly cost-effective and simple to produce a podcast. When it comes down to it, if a brand has a message that can be shared through audio stories or interviews, the opportunity to be found on Spotify and beyond through the podcast community.