HAS SPOTIFY TURNED INTO NETFLIX OF PODCASTING?

by | Oct 17, 2022 | 0 comments

NETFLIX & SPOTIFY

Starting in 1997, Netflix used to offer online subscription services through the internet. It allowed customers to choose television or movie titles from Netflix’s website, after which the shows were mailed to them as DVDs. This continued until 2007 when Netflix started delivering content directly to the customer’s computer and other digital devices through the Watch Now service. In 2012, Netflix started making its original shows, and since then it has produced more than 1900 original shows and has become tremendously popular and won many awards. Netflix in India was officially launched in the year 2016, with a starting plan of Rs 500. 

Spotify, a music and audio streaming platform was co-founded by Daniel Ek and Martin Lorentzon in April 2006 and was launched in October of the same year. Though it was launched in 2006 its ideation happened in 2002 by Ek, when Napster the controversial file-sharing network stopped working and Kazaa, an upcoming music-downloading service, started flourishing. Ek wanted to create a service that would be beyond and better than piracy and at the same time thrives the music industry. It entered the Indian market in late February 2019 and garnered two million users within the first few months. As of August 2022, the platform is said to have around 345 million monthly active users globally, of which 155 million are paid subscribers.

 

NETFLIX & SPOTIFY ACQUIRING CONTENT

Netflix has dramatically changed the TV industry by creating original content for local audiences and providing a different alternative to conventional TV programmes. Such original content is being liked by the masses and marked as a hit show.

Likewise, Spotify has been on a spree of acquiring original podcast content. Today, Spotify has changed the way podcasts are viewed.

Recently, Spotify has acquired two major podcast technology companies, Charitable and Podsights; that offer insights into the efficiency of podcast advertisements and listener engagement.

INTRODUCING PODCAST ORIGINALS IN INDIA

After Spotify’s start in February 2019, it started airing original podcasts in India to strengthen its presence in the Indian market. Since then, the originals have included

  1. Bhaskar Bose
  2. Love Aaj Kal- Aastha & Ankit
  3. 22 Yarns- Gaurav Kapur 
  4. Maha Bharat- Dhruv Rathee
  5. Andar ki Baat- Amit Tandon 
  6. Darr Ka Raaz- Dr. Phobia 

Along with Originals, Spotify launched a new programme, “RADAR Podcasters’ in 15 global markets, including India, that supports up-and-coming artists. The first three podcasts to be chosen for this programme were:

  1. ‘Anurag Minus Verma’ 
  2. ‘Chumma conversations with Satshyaa’ 
  3. ‘Getting Lost with Archit and Shirin’ 

Spotify aims to focus on different local languages every three months, in India. This programme will give a spotlight to two or three emerging creators each quarter. Through this programme, more than 40 podcast creators around the world will be given a spotlight.

The platform has included content from Big FM, Radio City, and Awaaz.com and has also signed an exclusive deal for children’s podcasts produced by “Gaathastory’.

 BRINGING INFLUENCERS ON BOARD

Podcasts are gaining rapid popularity in India, and there is a huge interest in the creation and listening of podcasts. Spotify aims to continue to work closely with writers, actors, creators, and rising influencers to acquire content that appeals to its local listeners.

 In 2022, Spotify announced 6 podcasts in India to be exclusively available on the audio streaming platform.

  1. Droh- Karan Tacker and Zayn Marie Khan 
  2. Pajama Party- Captain Nick 
  3. Decode Dil- Ekta Sandhir 
  4. The Break-up Story- Ashish Bagrecha 
  5. Shutup Sejal- Sejal Kumar
  6. The Horror Show- Khooni Monday

OTHER APPS THAT SPEND ON PODCAST

 Just like Netflix, which is significant for accessing the latest releases or binge-watching shows, Spotify is now becoming the same for podcast shows.

Apart from Spotify, other apps that have ventured into the audio industry are

  1. Hubhopper
  2. Awaaz.com
  3. Gaana 
  4. JioSaavn
  5. IVM- Indus Vox Media 
  6. Kuku FM 
  7. Pocket FM 
  8. Google Podcasts

Spotify has now emerged into being a great platform for podcasts and has launched more than 30 original podcast shows in India. It continues to become one of the fastest growing markets for Anchor which is the podcast publishing platform on Spotify, with Hindi as one of the top languages in content creation on the platform.

For more such knowledgeable content, stay tuned to AudStory!

If you also want to start your podcasting journey, you can reach out to AudStory. AudStory is a podcast production company based in Mumbai.