A problem of Spotify’s own making
piggybacking off the current controversy to sell more subscriptions struck me as shortsighted. All three companies have a vested interest in the success of specific podcasts, whether it be exclusive to a platform or a
subscription service. Just because Rogan is the target today doesn’t mean one of their shows won’t be tomorrow.some Neil Young listeners to its platform. But what happens iftake a turn for the worst? Amazon, which licenses or owns these shows and others, should have its strategy prepared. We’re moving away from a world in which a podcast player functions as a search engine and toward one in which they act as creators and publishers of that content. This means more backlash and room for questions like: why are you paying Rogan $100 million to distribute what many consider to be harmful information? Fair questions!
This is the cost of high-profile deals and attempts to expand podcasting’s revenue. Both creators and platforms are implicated in whatever content’s distributed, hosted, and sold, and both need to think clearly about how they’ll handle inevitable controversy.Every Tuesday receive analysis, insights, and commentary on the growing audio industry.
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