Spotify continues to bet heavily on podcasts. Now, the Swedish company has acquired two new platforms with which it intends to improve several weaknesses that they are facing at the moment.
The first of these acquisitions is that of Podsights, a service to measure the reach of advertisements in podcasts. On the other hand, we also find the acquisition of Chartable, an analytics service for this popular content. This has been announced by the company itself through a press release published on its official website.
As they say, Spotify plans to solve some of the problems that its platform is facing when it comes to podcasts. So with the acquisition of Podsight, the service hopes to help its advertisers understand “how podcast ads drive actions that matter to their business.”
Spotify podcasts do not will be the only beneficiaries
Spotify However, it seems that the benefits that Spotify will obtain with the purchase of Podsight are not limited to podcasts. The company clarifies that this service can be used in the rest of the platform, for example, with music.
Over time, we plan to extend these measurement capabilities beyond podcasts to the entire scope of the Spotify platform; including audio ads within music, video ads, and display ads.
Spotify Newsroom On the other hand, Spotify wants to improve the current capabilities that content creators have to monetize, create and measure the results of their podcasts. This is why the acquisition of the second company, Chartable, will be really beneficial. The Swedish company assures that with the integration of Chartable they will be able to improve what they already offer with the Megaphone suite of tools; offering “audience insights and the cutting-edge promotion tools, SmartLinks and SmartPromos”.
These tools will make it easier for publishers to turn audience insights into action and expand their listenership and; ultimately, grow your business.
Spotify Newsroom
Despite everything, the company continues to bet on this content
This is not the first acquisition of Spotify in the field of podcasts. The company has been putting a lot of emphasis on this section since the purchase of the Anchor platform, in 2019. In addition, in 2020 the company acquired the Megaphone platform, which they have already successfully integrated into your service; and which they intend to enrich with Chartable tools.
It was recently revealed that Spotify podcasts will come with ads whether we like it or not. The company has commented that its service will have integrated advertising in the middle of the audio that we will not be able to avoid when we are listening to our favorite podcast. The proposal is already available in the United States and little by little it will be extended to the rest of the latitudes.
Spotify continues to eat away at other competitors in this same area. For its part, it seems that Apple continues to maintain a less aggressive approach with its Apple Podcasts platform; although it is not clear if it is the wisest move. Now, Spotify plans to face problems that those from Cupertino also have on their platform; so little by little they are gaining more and more advantage in the game.
