Spotify, the audio-streaming service, is convinced that podcasts will fuel its brand ambitions.
“Becoming the world's number-one audio platform is a big mandate for us,” Dawn Ostroff, Spotify’s chief content officer, explained at SXSW 2019 in Austin, Texas. “And podcasting obviously plays a big role in that.”
As evidence, Ostroff cited an extremely positive third-party 2019 forecast, in the form of “The Infinite Dial”, a US study by insights provider Edison Research and digital-audio technology company Triton Digital:
- 144 million people – or half of the American population – will listen to podcasts (up...