Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online A couple of years ago, it seemed like all the big companies were announcing their plans to launch their own streaming content platforms. Monaco Email List They all seemed to want to compete against Netflix and the war for content – the war of the series – was gaining momentum. The big headlines were occupied by technology companies.
Although they passed without pain or glory, both Facebook and Google (on YouTube) commissioned their own series and tried to engage viewers (without much success). More echo and repercussion had the Apple movement, which signed big Hollywood stars and ended up launching its own VoD service with a very limited catalog but which already achieved nominations for the main television awards in its first attempt. Of course, telecommunications operators around the world opened their own VoD services and started producing their own series. The traditional giants of audiovisual content also ended up doing it, when they assumed once and for all that this was the future of television. Disney launched its VoD platform, Disney +, in a staggered manner in the markets, and despite this it has swept the public’s success. Since then, all these companies have been trying to gain a market niche against the pioneers, Hulu (in the US), HBO, Netflix and Amazon.
The battle is fierce, and right now, it almost seems like every day somewhere someone is launching a new service. Perhaps, for this reason, large companies are beginning to touch and find the new terrain in content for which they will compete. And perhaps that new scenario for the war for the market will also be in podcasts. A market is created At first, the podcast universe did not have a dominant player. Content creators launched their podcasts and consumers found them directly or using aggregators that allowed podcasts to be followed and listened to. As podcasts have grown in importance and audiences and have become a more interesting element in the advertising market, more movements began to occur and, above all, content players began to position themselves. Apple was the first major player to gain a position in the market for these contents. Perhaps because it offered a platform that users were already used to, iTunes positioned itself as one of the main ways of discovering this type of content.
In 2019, Apple led the podcast market as a platform for listening and discovery, although analysts were already wondering how long that position would last. The blame was on the new players who were investing and struggling to gain a foothold. The first big move with media fanfare and noise in the podcast market was Spotify, the streaming music service. By purchasing content rights and exclusivity, Spotify managed to become a market leader. In May, when it closed a deal with one of the leading podcasters in the United States, Spotify had already invested more than 600 million dollars in the podcast universe. It was not even a year and a half ago that he had entered that niche. Amazon enters the war podcast But not all the fish is sold in the podcast market and more and more players are trying to get hold of a piece of the cake, thinking of paying it off in the near future. The latest movement will come from Amazon, as The Wall Street Journal has advanced .
Amazon Music will add podcasts shortly and will also do so with exclusive content. “Our entry will raise the cake for everyone and introduce new groups of listeners just as we did with music streaming,” explains Steve Boom, the vice president of Amazon Music , to the business newspaper. The podcasts will be free for Amazon Music subscribers, although there will also be advertising (which will be the one that generates income for the content and that will only be served in those that are exclusive and original from Amazon) and will start with a catalog of 70,000 podcasts (many less than Apple’s or those available on Spotify). Of course, Amazon will integrate these podcasts with its smart speakers. Boom points out, to the economic newspaper, that this is the future that streaming services will follow.