Broadcast content can now be turned into podcasts on Spotify

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 17, 2023, 1:13 PM GMT+0

The article shares that online listening went up by 50% in the US between 2019 and 2022. 

Any publisher on Spotify that uses Megaphone can now leverage a technology called B2P to turn radio content to on-demand podcasts. Megaphone is Spotify’s enterprise podcast platform. 

As per Emma Vaughn, global head of advertising business development and partnerships at Spotify, Megaphone will allow broadcast publishers to automatically "create new podcast episodes from previously broadcasted content." This could make it easier for broadcast publishers to reach new audiences, the article states. 

Since the conversion to podcasts can now be done automatically, it'll save publishing teams time as they could otherwise spend 30 to 60 minutes manually converting content. As per Vaughn, Spotify has a "relationship with 500 million users."

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