Spotify unveils a new podcasting platform in Europe

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2021, 11:56 AM UTC

In the coming year, Spotify will add new audience-based insight features, direct sales targeting capabilities, and supported demand sources to Megaphone.

Spotify is launching Megaphone, a podcasting publishing platform in Germany, Spain, France and Italy.  The European podcast ad spend is projected to surge to $233 million by 2023. The launch follows podcast consumption reaching 20-30% of internet users in these markets, according to eMarketer.

Originally launched in 2015, and acquired by Spotify, Megaphone allows for publishing, analytics, and monetisation. 30% of the top 200 podcasts on Spotify and Apple are hosted on Megaphone.

Also, UK’s Competition and Markets Authority (CMA) will investigate record companies and streaming platforms like Spotify and Apple Music to warrant a fair deal for musicians. CMA chief executive, Andrea Coscelli said, a market study will help assess “whether competition in this sector is working well.”

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