Spotify is trying to embrace, extend, and extinguish open podcasting

Spotify seems to be trying to build out control of advertising and distribution of podcasting. With gatekeeping power over listeners through its streaming service, and gatekeeping power over ad revenue through its advertising network, Spotify will eventually be able to force podcasters to live in its ecosystem. It won’t be impossible to get listene... See more

Don’t get me wrong. I am fearful of a Facebook-like algorithm that chokes my podcast off from those who subscribed to it. Just as I sometimes get nostalgic about the old school blogosphere from a decade ago, I’ll no doubt look back at the open podcast ecosystem and miss parts of it. And I’m not super excited about a future where I have to toggle be... See more

Think about Spotify’s podcast business as an example. A few years ago, the streaming audio giant evolved from being only a music service to being one for other categories of audio, such as podcasts. Given the content and experience differences between music and podcasts, many hoped the company would launch a dedicated podcast listening app to offer... See more