IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Gibraltar Email List Job and internship exchange When Audible landed in Spain a few months ago, it not only did so using its audiobooks as a hook – precisely the traditional key element of the service – but it also used podcasts as a calling element for potential clients. “Thousands of original audiobooks and podcasts”, the service website sells us, all for 9.99 euros per month. Audible even signed popular names like Alaska to create “originals,” exclusive content that can only be found on their platform.

The launch is one more in the increasingly competitive world of sound content and not only an example of the emerging pull of audiobooks but – and above all – of how podcasts have become the next great battleground of the greats. companies. If a few years ago podcasts appeared, triumphed and were listened to by their followers on their websites or via aggregators of that content, now large companies seek to create macro services that allow, with a monthly payment or with ads, access to all that content from one same platform.

The “Netflix of podcasts” thing is a bit hackneyed, but it’s essentially what various companies seem to be working to achieve. War is not exactly new. After battling for video streaming and to gain a foothold in the emerging VoD market, and now that it is beginning to be saturated, the majors are going for sound, with the battle of the podcast . In September, Amazon announced that it was adding podcasts to Amazon Music (its alternative to Spotify). In the previous months, Spotify had been closing deals and shelling out money ($ 600 million was counting just then) to sign podcaster stars and to secure unique content. Subscriptions, Apple and more movements Since then, things have become more and more complex and more and more players have entered what is clearly the podcast war. Apple is the last to make its move, or rather to look like it’s going to make a big move.

According to the US press leaked a few days ago, Apple is considering launching a subscription service that “is going to change how people listen to podcasts,” according to people close to the development. It is not known how or when it will arrive, but it seems almost unquestionable that it will. After all, this leak comes after many other analyzes and exclusives about Apple’s movements in the podcast industry. If Apple Podcasts + finally exist or not remains to be seen (and there are those who believe, as happens with Vulture , the movement does not make much sense), but Apple is positioned in the battle for the attention of listeners. In recent weeks, other leaks and other corporate actions have also settled moves by other giants in the podcast market.

Amazon closed 2020 by buying Wondery, a podcast production company that it valued (these are not official figures, but those pointed out by sources close to The New York Times ) at $ 300 million. The purchase comes at a time when podcast consumption is on the rise and Amazon has linked it by seeking to provide Amazon Music with more podcast content. To this must be added that a survey on Spotify’s social networks aroused a wave of speculation about whether or not the company would be considering launching a subscription to listen to podcasts only. And, although it has nothing to do with the podcast market, other movements of content giants have generated new positions in the field of audio. YouTube launched its audio-only ads (intended primarily for those who use the platform to listen to songs) and Netflix seems to be experimenting with an audio-only option in its Android app.

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