Post by account_disabled on Feb 24, 2024 23:13:00 GMT -6
It's almost the end of the era of exclusivity for Spotify. The audio streamer announced today that Calling Your Daddy, Spotify's second most popular original podcast, is gaining wide distribution across podcast platforms. Call Your Daddy was one of only two Spotify exclusives left, along with Rogan. The deal could be an indication of what's in store for Rogan, as his contract is up for renewal.
There's a slight twist to the deal: Spotify still keeps the video version of Call Your Daddy . For most podcasts, that's not a deal-breaker, but Call Your Daddy has been particularly successful in using video clips to make Alex Cooper interviews go viral. And notably, this doesn't hand the show to Spotify's current main competitor, YouTube.
According to Spotify spokesperson Country Email List Amanda Long, Call Your Daddy 's new distribution deal “will help us build on the broad successful launch of other original and licensed titles like Armchair Expert , Anything Goes with Emma Chamberlain and Science vs. which have seen strong increases in audience reach and advertising revenue. “This change will create greater value for both creators and Spotify.
Spotify's decision comes after more than a year of dismantling its exclusivity model, which was criticized by unions Gimlet and Parcast for preventing its shows from finding significant audiences. In particular, Spotify's most stable podcasting vertical, The Ringer, had wide distribution from the start.
Calls Your Daddy was an anomaly in that it didn't suffer from reach under the exclusivity model (which, again, goes back to the video/TikTok factor). In November, Edison Research named it the eighth most popular podcast in the country. But as Spotify fights for higher margins, it appears it has more to gain by getting the advertising dollars that come from broader distribution than any less tangible platform benefits from exclusivity.
Which brings us back to Rogan. When I spoke to industry experts a few months ago about what they think is in store for him, theories arose around the idea that he will likely remain at Spotify but with a different type of deal. Perhaps it could be more like Cooper's: the video remains exclusive to Spotify but with broader distribution that opens up more advertising revenue opportunities.
There's a slight twist to the deal: Spotify still keeps the video version of Call Your Daddy . For most podcasts, that's not a deal-breaker, but Call Your Daddy has been particularly successful in using video clips to make Alex Cooper interviews go viral. And notably, this doesn't hand the show to Spotify's current main competitor, YouTube.
According to Spotify spokesperson Country Email List Amanda Long, Call Your Daddy 's new distribution deal “will help us build on the broad successful launch of other original and licensed titles like Armchair Expert , Anything Goes with Emma Chamberlain and Science vs. which have seen strong increases in audience reach and advertising revenue. “This change will create greater value for both creators and Spotify.
Spotify's decision comes after more than a year of dismantling its exclusivity model, which was criticized by unions Gimlet and Parcast for preventing its shows from finding significant audiences. In particular, Spotify's most stable podcasting vertical, The Ringer, had wide distribution from the start.
Calls Your Daddy was an anomaly in that it didn't suffer from reach under the exclusivity model (which, again, goes back to the video/TikTok factor). In November, Edison Research named it the eighth most popular podcast in the country. But as Spotify fights for higher margins, it appears it has more to gain by getting the advertising dollars that come from broader distribution than any less tangible platform benefits from exclusivity.
Which brings us back to Rogan. When I spoke to industry experts a few months ago about what they think is in store for him, theories arose around the idea that he will likely remain at Spotify but with a different type of deal. Perhaps it could be more like Cooper's: the video remains exclusive to Spotify but with broader distribution that opens up more advertising revenue opportunities.