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Parcast – the Spotify podcast production studio acquired in March – has launched a crime-themed special "Summer of & # 39; 69" on the platform, by Fast Company. Parcast is best known for developing serial series on crime, mystery and science fiction.
Following its desire to claim the status of best dog in the entire audio space, Spotify brings together more than half of the studio's shows in a playlist to commemorate the 50th anniversary of the infamous summer 1969, including programs on the Vietnam War. , Murder of Manson and the zodiac killer.
Spotify is actively exploiting the cultural trends surrounding real crime to boost its podcast offering this summer, which has already included numerous feature and content deployments.
The real kind of crime has seen a renaissance in recent years, after shows like "The Jinx" by HBO, "Making a Murderer" by Netflix in 2015 and the podcast sensation "Serial" of This American Life in 2014. Since then, the audience may "not seem to have enough." Given the appeal of the genre, especially in a serialized and very bingeable format, Spotify has every interest in developing podcasts on its flat. -form.
However, the structured look of the Parcast project also aligns with Spotify's recent tests to improve the customization and the ability to detect podcast content on its platform. In June, Spotify began testing podcast playlists on specific themes, such as comedy, real crime, and "geek culture."
The list "Summer of & # 39; 69" could indicate that the tests of these playlists went well and that Spotify intends to broadcast them more regularly and with a clearer focus. Spotify also continued to browse features designed to enhance the listening experience of podcasts: the platform rolled out a personalized playlist called "Your Daily Drive" in the United States, which intertwines music and music. podcasts in a playlist, based on the interests expressed by users.
Spotify has also released a redesign of the platform in order to highlight podcasts on desktop and app versions, thus simplifying not only the search for podcasts, but also the alternation between the desktop and the desktop. listen and music.
By giving the same priority to the user experience as high quality content, Spotify is well placed to increase its share of podcast viewing. The discoverability of content is a major obstacle to audience growth. Word of mouth recommendations still play a key role, perhaps disproportionately, in the discovery of podcasts.
In the meantime, there is a growing number of broadcasts: there are currently 700,000 active podcasts available via Apple podcasts, by card, and about 2,000 to 3,000 new broadcasts are launched each month. Apple, Spotify and other podcasting platforms are striving to create better podcast recommendations, on which platforms are interested.
Spotify has already proven its ability to discover with its custom playlists, such as "Discover Weekly," and its popular playlists, such as "RapCaviar," which now counts nearly 12 million. followers. And the platform is becoming more comfortable with pulling information from its podcast data, given its recent decision to target ads based on its listening habits.
To that end, we believe that Spotify will be able to facilitate the search for relevant podcasts – its "Summer of 69" playlist is just the beginning. That said, the platform will have to maintain its balance: the recommendations mean nothing without interesting content to display, which means that the exploitation of cultural currents or the attraction of big names such as the Obama will remain critical. We are convinced that the platform is not going both ways because it tries to dominate everything that is audio.
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