Spotify is not a place dedicated solely to music. The streaming audio platform has been offering podcasts for some time, and it seems that it is a ground for which they want to bet, something that is not surprising given the popularity of these contents. The latest move by Spotify in this sector has been the purchase of two networks dedicated to podcasts: Gimlet and Anchor.
“Spotify plans to invest almost one billion dollars in podcasts throughout this year.”
And not only that, since Spotify have confirmed that they plan to invest between 400 and 500 million dollars in various acquisitions related to the world of podcasts throughout 2019. It must be borne in mind that this exorbitant figure does not include what is paid by Gimlet and Anchor. In fact, it is unknown what Spotify has paid for the two companies.
It is estimated that the purchase of Gimlet may have accounted for about 200 million dollars to Spotify, while the figure paid by Anchor (company that helps the creators of podcasts to record and distribute its content) is more elusive.
This new Spotify address is not as surprising as it might seem. At the CES technology fair held last month in Las Vegas, the company announced that, in addition to having purchased certain programs, it worked in an ad unit specializing in podcasts.
No wonder that Spotify wants to enhance the reach of podcasts, since Courtney Holt, the director of Spotify Studios, says that users who consume this content, also enjoy the other options offered by Spotify. This interest in digital radio translates, therefore, into more subscriptions and more publicity to the music streaming service.