Why Spotify’s bet on big names like Meghan unravelled
The TelegraphSpotify has a proprietary ad tech platform for its music, which is meant to make attaching ads to shows simple and lucrative. Annie Langston, an analyst at Midia Research, adds that Spotify’s platform is “oversaturated”, making it harder for any show to become a hit. He had Elon Musk on and they were smoking dope… it’s the kind of thing that wouldn’t really land a lot of punches here.” For some industry observers, Spotify’s troubles are a symptom of the wider challenges facing podcasting – an industry that has always been up-and-coming but never quite arrived. As Nick Hill, co-founder of podcast production company Podot, put it in a blog post last year: “In every year of the medium’s existence, it’s been described as ‘the next big thing’. “At what point do you have to just call it, and say that rather than being a ‘big thing’ in waiting, it’s just a run-of-the-mill ‘medium thing’.” Ultimately, this could be a rather sobering realisation for Spotify following its heavy investment in the audio format.