Spotify and the attack on the old media world

Only the acquisition of Gimlet – and now that: The company belonging to Spotify Soundtrap wants to revolutionize the podcast production with their new software “Soundtrap for Storytellers”.

A detailed review of the software can be found tomorrow in our how-to section

If you ignore the potential of the software, this step also makes it clear: Spotify has decided to be just a streaming service, where you can listen to music for a cheap flat rate.

The provider wants to become a media company of a new kind. One that wants to dominate the audio market – the radio world included.

Spotify is becoming the radio of the future: all the content you might just want to hear is in one place: music, podcasts and audiobooks already exist, news and live broadcasts are still missing. But what should stop Spotify from putting that into the program?


Hard times for analog, linear offers

There is a well-known example: Netflix. Or Amazon Prime. The idea is always the same: to provide users with comprehensive content for all situations. Entertainment and information should be available individually and above all mobile. That means hard times for all providers of linear programs. Because services like Netflix and Spotify are not only available on demand, but have gigantic capacities in both quality and quantity. The podcasts for Spotify play an important role here.

Podcasts are now available on almost any topic, in the scope and quality that no radio station in the world could provide. By contrast, Spotify has – theoretically – room for everyone. Just as the always-top dog iTunes has done it: There are now over half a million shows from around the world.

Also interesting: How to: Use audios properly

Unlike Apple, Spotify insists that everything is available in one app. The competitors from California, however, have outsourced the podcasts on the iPhone in a separate app.

So if you want to use Apple content like music and podcasts, you need two apps and have to jump back and forth accordingly. Spotify, on the other hand, offers everything in one place. It is quite possible that the user perceives this as an important advantage.

Apple’s biggest advantage so far was the sheer volume. At Apple, there was almost everything, at Spotify rather the high-end products, it looked like for a while. This could change soon. The new software, which of course is directly linked to Spotify, is definitely a step in this direction: simple production, simple uploading – nobody can compete with Soundtrap at the moment. And Spotify ideally has a value chain that strategists dream of: from production to distribution, everything is in one hand, the content is also free.

A new attack on the old media world

In the meantime, developments in the media market are being seriously underestimated, especially in the audio market. Radio stations are still radio stations and often do not even come up with the idea that their actual competitor could be Spotify. That was right as long as Spotify offered music exclusively. That’s just changing with the new focus on content.

Especially as Spotify has yet another, hardly to be underestimated advantage: While classic media providers are just starting to deal with the new phenomenon Smart Speaker, Spotify and some other vendors are represented there for a long time.

It is indisputable that audios will sooner or later mainly be played on computers, smartphones and smartpeakers. In Germany, on the other hand, there are still quite a number of (mainly public service) broadcasters who think it is a good idea to want to enforce the digital reception DAB plus. In the age of Alexa and Google Home DAB has long since become a stillborn.

Why so many put on podcasts

In terms of content, podcasts have become a real radio competitor. The scene has long been professionalized and podcasts can provide valuable content.

Just over a week ago, as part of re: publica, the streaming service “Deezer” awarded a grant for a podcast. For Audible, podcasts have become a lucrative marketing tool, and at Apple, too, the topic has relevance. It is clear that who has the most, the best and most original podcasts, has a huge advantage in the market.

The race is officially opened.

Also interesting: Apple vs. Spotify: Screaming in streaming

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