• Guy Kilty

Spotify's big podcast bet

Spotify is betting big on podcasting right now.

It's spent close to $900 million hoovering up podcast production and technology companies over the last two years, and millions more on exclusive rights to celebrity shows.

One line from founder Daniel Ek really shows you how big he thinks podcasts are going to get:

“We believe that over time more than 20% of all listening on Spotify will be non-music content."

When you think about how much music is available on Spotify, 20% is a staggering amount.

But with just 40m of its 280m users currently listening to podcasts, you can see there's still plenty of room for listening figures to grow.

It'll be fascinating to see whether that 20% of total listens prediction becomes a reality over the coming years...

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