Spotify is spending millions to become an important player in podcasting, and today we saw how it could begin to promote programs: by placing suggested episodes in algorithmically generated playlists. A test seen by The Verge shows several short episodes of podcast placed along with personalized music suggestions in a playlist for the disk to work. Spotify does not have a widely available podcast recommendation tool or offers podcast playlists curated at this time, so it seems to be a glimpse of what's to come.
This year, Spotify plans to spend $ 500 million on acquisitions related to the podcast industry, and so far, has purchased the Gimlet Media and Parcast podcast networks, as well as the hosting and podcasting platform Anchor. It has not changed much yet, but the company hinted at what it plans to do with these entities: it wants to develop advertising products, discover the crack podcast and accumulate a collection of exclusive Spotify quality programs. Today's test could be one of the first public steps on that trip.
The proof of the playlist was delivered to my colleague here at The Verge Dan Seifert. It's called Your Daily Drive and presents curated music that suits your interests. Along with those songs were brief news podcasts, apparently all in Portuguese, that Dan does not speak. Podcasts were not created by Spotify.
Spotify seems to have a new (?) Algorithmic playlist for morning trips that mix news and music podcasts, but are all the podcasts in a foreign language? pic.twitter.com/8HZyq6Ji3J
– dan seifert (@dcseifert) May 1, 2019
In a comment to The Verge a spokesperson for Spotify said: " We "are always testing new products and experiences, but we have no more news to share at this time."
. it seems that Spotify could have performed a test in a Portuguese-speaking country, and such They accidentally give the shows to Dan, which involved subscribing to a playlist he had never seen before.
An algorithmic playlist that traverses music and podcast recommendations is a product that I hope to see in Spotify's debut. Given the success of its Discover Weekly playlist, a similar feature, but with included podcasts, it would make sense and potentially expose more than its 100 million subscribers to the world of podcasting.