While a few years ago it was difficult to hear someone talk about podcasts, today the reality is quite different. The consumption of audio programs has grown exponentially. This information has not gone unnoticed by large companies. Million-dollar investments and the creation of projects prove that podcasts are here to stay in the world of content!
Spotify
Founded in 2006 as a music streaming service, Spotify now boasts one of the largest catalogs of podcasts. The platform recognized this potential back in 2010, when its monthly listeners numbered just over 32 million. That number doubled in 2018, reaching 73 million.
Such data could not be ignored, and in the last two years, the platform has invested almost US$900 million in production technology and technology companies for podcasts. And the investment doesn't stop there; today Spotify brings together several specific projects after purchasing the copyrights to exclusive shows.
After all these investments and programs featuring big names on the platform, Spotify has gone on to host not just 2,5 podcasts, but 2 million programs, all in just the last three years. Of these, more than 600 are completely exclusive, such as "The Joe Rogan Experience," "The Michelle Obama Podcast," and "É nóia minha" (It's My Paranoia).
Content marketing with podcasts
Proof that podcasts are increasingly gaining ground in the world of communication is the fact that companies from various sectors are launching their own programs, as was done by Natura Musical (Natura's cultural platform).
The company launched the podcast "We Meet in Music" at the end of January 2021, a program aimed at fostering conversations about diversity, ancestry, empowerment, community, and discussing the role of culture in building an egalitarian and inclusive society.
The program is produced by Virtue, an agency that emerged within Vice and is currently one of the largest producers of cultural content. The podcast is hosted by Sarah Oliveira and has featured guests such as Gilberto Gil, Emicida, and Linn da Quebrada.
Natura's investment in podcasts doesn't end there: In 2020, in partnership with... covers[Company Name] launched a five-episode miniseries about domestic violence. All of this proves that the company recognized audio content as an opportunity to reach and engage a wider audience and to have a space for sharing conversations and reflections.
And if you have thoughts that need to be shared, don't miss the chance to bring your podcast to life! We have the perfect opportunity for you to make your voice heard. Podcaster Challenge – Voices that EchoShare your voice, after all, your idea can change the world!
