iWorld

Spotify invests in 3 original podcasts for Indian market

The move is to strengthen its localisation efforts

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/22/tify.jpg?itok=ukMLjnDO

MUMBAI: Opening new opportunities for the growing creator community in India, Spotify has announced three original podcasts for the country, which will go live on the platform on 3 December. Tapping into pop culture, cricket centric ‘22 Yarns with Gaurav Kapur’, fiction thriller ‘Bhaskar Bose’ narrated by Mantra, and love and relationship advice-based ‘Love Aaj Kal’ by Aastha & Ankit, Spotify is looking forward to strengthen its position within the market.

The announcement comes as a reiteration to Spotify’s global audio-first strategy that focuses on the brand’s potential to grow faster with more original podcasts. As with music artists, Spotify aims to offer better discovery, data, and monetization to podcast creators.

Spotify marketing director—India Amarjit Singh Batra said, “Storytelling is intrinsic to India, and almost nostalgic because most of us have grown on stories that our grandparents and parents told us; Spotify wants to re-establish that listening culture here, especially as users seek more screen-free moments. We are so happy to partner with these talented storytellers who’ve managed to explore different aspects of the local culture to deliver differentiated content and rekindle the love Indians have for audio.”

With over 500,000 podcast titles on the platform, up from 10,000 in 2018, Spotify has seen exponential growth in the podcast hours streamed globally (up approximately 39 per cent from Q2 2019 to Q3 2019), with podcast adoption reaching almost 14 per cent of total monthly active users (MAUs). And while the U.S. accounts for the largest share of podcast streams, a majority of the growth and listening is now coming from outside the U.S.

“Just a little over one year ago, we announced Spotify for Podcasters, which provides listener insights to all creators who have podcasts on our platform. Today, we have 140,000 registered creators across the world, on the platform, and the data for a few of these creators shows that India features in their top streamed markets. Much of this content is lifestyle, educational, and news,” added Batra.

India features in the all-time top 3 streaming markets for tech show Waveform: The MKBHD Podcast, and for On Purpose with Jay Shetty, a show that’s been number 1 on Spotify’s India podcast chart since the time of launch. The country is also currently in the top ten streaming markets for TED Talks Daily and The Mindset Mentor. Other globally acclaimed podcasts such as Stuff You Should Know, and BBC’s Global News Podcast are also in the top 20 most streamed podcasts in India. Interestingly, local charts showcase 60 per cent of the top 10 podcasts on Spotify are on self-motivation-based lifestyle content.

Globally, Spotify has invested in new original podcasts in the US, Europe, and South America. In June this year, President Barack Obama and Michelle Obama’s production company, Higher Ground, announced a partnership with Spotify to produce podcasts exclusive to the platform. The acquisitions of podcast networks Gimlet, and Parcast, and creator platform Anchor have also enabled the company to invest in high-quality content as well as providing an easy way for creators to record a podcast, respectively. In fact, the Sandeep Maheshwari podcast is an example of how Indian creators can leverage Anchor to create their content. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/zee5.jpg?itok=MQAdrJpb
ZEE5 partners with FreeCharge

MUMBAI: ZEE5 - India’s largest ConTech brand, and FreeCharge – one of the leading digital platforms for financial services and products, have come together to give another reason for the audience to cheer this festive season. FreeCharge customers can now purchase a Zee5 subscription through the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/11/hotstar.jpg?itok=B6tKXW7q
Hotstar decodes the online video consumer, unveils India Watch Report 2019

Technology changes swiftly. However, sometimes, the market receptiveness for these changes is even faster. Take for instance some of the revelatory insights thrown by the latest ‘India Watch’ report by Hotstar. Consider the fact that Lucknow, Pune and Patna consume more video data than Hyderabad,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/09/amazon.jpg?itok=lFr93H1K
Amazon Prime Video to launch Amazon Original Series 'Hostel Daze' on 13 Dec

MUMBAI: Amazon Prime Video has announced the launch of its latest Amazon Original Series Hostel Daze, created by The Viral Fever (TVF). Marking the first association with Indian youth's much loved content provider, TVF, the five-part comedy-drama brings to life the adventures of four hostel wing-...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Amazon_Prime-Video.jpg?itok=aO74Vin1
Amazon Prime Video starts festive month with popular titles

MUMBAI : Amazon Prime Video has started the festive month with an exciting selection of popular titles across Indian and International entertainment, including the returning seasons of two popular Amazon Original Series. Riding high on the phenomenal success of Season 1 and a momentous...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Reed_Hastings_new.jpg?itok=ZTpBWhWv
Netflix to spend Rs 3000 crore on Indian content

Netflix is upping its India game significantly as the streaming giant is ready to spend Rs 3000 crore on Indian content for this year and the next. Netflix founder and CEO Reed Hastings spoke about the investment during his India visit on Friday while illustrating the country’s important in their...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/Airtel-Bharti%20Airtel.jpg?itok=lEUbfoXc
Bharti Airtel to raise up to $3 billion

The board of directors of telecom player Bharti Airtel Ltd approved the telecom operator’s proposal to raise up to $3 billion in account of the issue of overdue fees it owes the government.

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/Netflix.jpg?itok=6gUsjdMn
Netflix available in more than 300 mn pay-TV households

MUMBAI: A new report from UK research firm Ampere Analysis has said that Netflix is available in more than 300 million pay-TV households. It also added that more than 50 million of those have come during 2019. The reach through Pay TV partnerships is almost double the company's current global...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/digital-media.jpg?itok=57evATmW
Esports, streaming wars, shopvertising to dominate digital media trends in 2020

Technology will continue to disrupt and reshape the digital media industry in 2020, presenting new opportunities and challenges for advertisers and media owners. While digital media will continue to grow globally, the coming of new technologies, platforms and digital touch points will force...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/tvf.jpg?itok=8LU2Lrwd
TVF launches new series ‘Cubicles’ in association with DSP Mutual Fund

MUMBAI: Walking its talk to launch new innovative shows, pioneers in digital content and entertainment, The Viral Fever along with leading asset management company, DSP Investment Managers Private Limited is all set to add a new original to its repertoire with the release of TVF Originals ‘Cubicles...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories