Podcast listening on Spotify has grown by 175% in 2018, followed by an investment of $500 million purely in podcasting.
Spotify is also strategically entering markets that are still untouched. What market is better to leverage from, apart from the podcast market at the moment right now.
The Obama’s have created a partnership with Spotify’s global platform to produce podcasts for the already existing 100 million paying subscribers and 217 million monthly active users on Spotify.
On sealing this deal, the former president released a statement to the L.A. Times –
“We’ve always believed in the value of entertaining, thought-provoking conversation, It helps us build connections with each other and open ourselves up to new ideas. We’re excited about Higher Ground Audio because podcasts offer an extraordinary opportunity to foster productive dialogue, make people smile and make people think, and, hopefully, bring us all a little closer together.”
Adding to what the former president said, Michelle Obama added that their podcast will “amplify voices that are too often ignored or silenced together.”
While there are no specific details on what this podcast will be about or the numbers behind this deal, we are sure, this information will be out soon enough. For those of you who do not know, this is a second consecutive deal for the presidential duo after they collaborated with Netflix. The duo is definitely on their way to getting their voices heard and create a positive change in the world.
For all the inquiring minds, the Spotify chief has let out little information about the format of the show i.e. “The podcast format will enable the Obamas to reach out to people from around the world, President Barack Obama and Michelle Obama are two of the world’s most important voices and it is a privilege to be working with them to identify and share stories that will inspire our global audience, which looks to Spotify for unique, breakthrough content.”
Well, Spotify has never managed to strike an ace with original content, but with Michelle and Barack Obama they definitely aim to provide information, tell honest stories and inspire.
While we are still guessing what the podcast topics will be, maybe Michelle Obama has one on fitness and health, while Barack Obama has one on politics and its evolution.
What do you think the topics of these podcasts are going to be?