Podnews Weekly Review Spotify video - we speak to Maya Prohovnik; plus Crossed Wires and podcast consumption
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Apr 18, 2025 Maya Prohovnik, VP and Head of Podcast Products at Spotify, shares her insights on the platform's push into video podcasting, discussing the challenges and opportunities for creators. John Spurlock introduces the Standard Podcast Consumption (SPC), aimed at standardizing metrics across platforms to enhance data sharing for podcasters. They also delve into the impact of Spotify's innovations on audience engagement and the evolving expectations of podcast consumers, all while addressing the industry's growing need for transparency in metrics.
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Spotify Video Boosts Engagement
- Spotify's video podcasting boosts audience engagement and revenue for creators who already make video content.
- Premium subscription revenue from video often matches or exceeds dynamic ad income from audio-only podcasts.
Use Video to Grow Audience
- Creators should consider video as an optional, additive layer to their existing audio podcast strategy.
- Video episodes tend to grow audiences by about 24% and unlock additional premium sponsorship revenue.
Hosts Reluctant to Leave Spotify
- Despite misgivings about Spotify, most hosts don't remove their shows from it due to its massive audience.
- Content removal tends to impact only a small number of listeners who use Spotify as the main app.