Spotify's Investment in Podcasting and the Success of Artists on the Platform

Spotify has invested heavily in podcasting, with big names like the Obamas and the Duke and Duchess of Sussex. They released 12 podcasts worth £18 million in two and a half years. Spotify has learned a lot in this process, embracing a mantra of learning from failure. They entered the podcasting space when Apple had dominated for 15 years and have succeeded with new innovation. While not every podcasting venture has worked, Spotify wishes all non-renewed podcasters success. Making a living on the platform is difficult, but the music industry has rebounded with Spotify's help. More artists than ever are being signed and making over a million pounds a year from Spotify.