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How Spotify is Killing the Open Podcast Ecosystem
Earlier this year, when Spotify announced that “The Joe Rogan Experience” would stream exclusively on Spotify, it sent shockwaves throughout the podcast ecosystem. This deal – reportedly worth over $100 million – is one of the most lucrative podcast deals. The presence of this deal, let alone the magnitude, is rare for the podcast ecosystem, which is built on open principles i.e. all podcasts are available everywhere. Therefore, the concept of exclusivity does not exist in the vocabulary of podcast listeners nor podcast creators. For Spotify to spend a considerable sum of money on a medium that is not its core business (i.e. music) represents a significant shift in strategy. In this blog, I explore why Spotify is embarking on this journey, and the value Spotify can deliver in this space. ...