stockholm - Spotify is using podcasts to give the service even more brand awareness. According to Bloomberg, the Swedish music service in its apps and through advertising campaigns emphasize that podcasts are an integral part of the 'Spotify experience'. Well-known podcast makers, in turn, promote the promotion of Spotify in their podcasts.
Spotify is preparing a stock market and the music service is well placed to turn off Apple, which is Apple's leading competitor. Podcasts have ever been more or less due to Apple, but the iPhonemaker has little lately promoted its podcast app and the presence of podcasts in iTunes. Because listening to podcasts is getting more and more popular, Spotify sees opportunities. Since 2015, a number of podcasts have been included in Spotify's apps.
Three well-known, American, podcasts have now announced that they are working on Spotify's initiative: Reply All, Pod Save America and The Bill Simmons Podcast.