So far, those efforts look to be paying off: In its Q3 2019 earnings call, Spotify attributed the majority of its monthly active user growth to podcast listeners, which grew 30% year-over-year (YoY). Spotify's new tech should help it monetize its growing base of podcast listeners and better compete for podcast talent as it furthers its push into podcast territory. The audio giant's new tool should come as no surprise given Spotify's aggressive moves to boost both podcast volume and discoverability across 2019.
The new tech referred to as Streaming Ad Insertion (SAI) will enable podcast producers and advertisers to measure impressions as they occur and report on the anonymized age, gender, device type, and listening behavior of the audience reached.Īt launch, Spotify's SAI tool will only be made available for its original and exclusive shows, likely because of the localized nature of this content makes it easier to measure and because Spotify does not need to negotiate with any third parties who may also produce these podcasts.
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