Spotify to Launch Ad Marketplace for Podcasts in India, Other Select Countries

Spotify, the favored music streaming firm, has on Thursday stated that it’s going to launch its promoting market for podcasts in 5 new markets, together with Sweden and India. This growth might be part of the Spotify Viewers Community, which was first launched in 2021. The Spotify Viewers Community is obtainable in 9 international locations reminiscent of Germany and the USA for podcast publishers and creators to monetise their content material.

After investing over a billion {dollars} (almost Rs. 8,320 crore) to construct up its podcast enterprise with 5 million titles and 100 million podcast listeners, Spotify is specializing in boosting commercial income from the format.

“We regularly hear from our clients that they’ve been reticent to put money into podcasts due to the shortage of viewers concentrating on and challenges reaching podcast listeners at scale,” Brian Berner, world head of promoting gross sales at Spotify, stated.

“The Spotify Viewers Community addresses these two challenges head on.”

Within the newest third quarter, the corporate’s promoting income was up 16 % from an yr earlier and podcast promoting income grew in a double-digit vary.

Final month, the platform utilized new restrictions on customers in India who hearken to music on the streaming service’s free plan. The corporate has began to position limits on how customers on the free plan can play tracks, together with the power to decide on the order wherein songs are performed on the streaming platform. The transfer is a part of the Swedish firm’s try to show its massive userbase within the firm that’s presently on the ad-supported free tier to paying subscribers.

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