Amazon wants to stand up to Spotify with its own exclusive podcasts in this new war of streaming content and additional services.
Spotify confirmed this week the exclusive signing of several renowned podcasters for its platform. And since podcasts are gaining more followers every day, none of the great tech companies in the streaming industry and services want to stay out of this market.
A market that, increasingly more competitive, represents a great business opportunity. And it is that although Apple has been the one that has historically attracted the largest number of podcasters, now the exclusivities, as with streaming movies and TV, are what drive the market.
Amazon wants to stand up to Spotify : Exclusive podcasts
In this sense, and despite the fact that Spotify has taken the lead in terms of exclusives, Bloomberg points out that the next steps for Amazon is to equip Audible in a showcase for podcasts. The rumors also speak of Apple’s intentions to boost its podcasts with a greater number of exclusivities, given the latest movements in the sector.
In this way and according to sources from the aforementioned medium, Amazon has met with talent agencies and producers to discuss the acquisition of new potential podcast projects. It would be a new project called Audible Originals.
And it seems that Audible is offering from a few hundred thousand dollars to a few million dollars per podcast/show, a very important budget. By now Audible would have already bought shows by John Battsek and comedy voices such as Kevin Hart and Tiffany Haddish.
Apple also seems interested in acquiring exclusive podcasts with the intention of promoting TV +. In this sense, from Bloomberg they mention it would be a podcast based on the audio of existing movies and programs on Apple TV +. Also original shows and podcasts to attract new subscribers.
Although there is nothing confirmed, the latest exclusive signings by Spotify are forcing the rest of the industry players to look for ways to boost their Podcast services, especially when it comes to original content. At the moment, yes, the absence of Google, very shy in this market, seems to be able to lessen a war started in streaming and that has its continuation in the podcast.
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