Re:Will Spotify Ruin Podcasting?
by scarface74 on Monday February 10, 2020 @06:06AM
(#22288070)
Would you go to a special browser to read not-web pages?
We know that the top Apple related podcasters charge between $5500-$6500 a spot for three to four ads per episode. How much do you think the top more general podcast like Stuff You Should Know charge?
Do you think they would stop publishing podcast that can be found not only when people click on the Podcast app that comes preinstalled with all iOS devices, but can also be found on other podcast apps that use Apple’s public API to its podcast directory?
Based in reports that Spotify is planning to spend hundreds of millions of dollars on podcasts each year, I'd guess $100k an episode isn't that crazy.
It may even be cheap - Howard Stern's deal is reported to be $90m/year (and that is exclusive to one publisher).
Re:Will Spotify Ruin Podcasting?
by scarface74 on Monday February 10, 2020 @09:47AM
(#22289516)
Spotify isn’t that profitable, what happens when the easy debt money dries up?
Spotify is profitable, and they can adjust profit/growth by adjusting marketing spend.
https://www.google.com/amp/s/www.theverge.com/platform/amp/2...
If the most affluent audience is iOS users, then Spotify probably sees this as critical to success on iOS because it gives them something that people can't get from Apple Music.
How many of the top 50 podcast do you suppose would be willing to give up their broader market to be Spotify only?
It's interesting: exclusive deals haven't worked well in the music industry because artists make most money outside the platform in concerts etc, and exclusive deals eats into that. OTOH, media plays (eg streamers, TV shows) make most of their money directly from the show and so exclusive deals make sense.
I think many of the top 50 podcasts are exclusively advertising supported, and so they will be tempted by an exclusive deal.