AMAZON MUSIC AND AUDIBLE LAUNCH PODCASTING SERVICES
Amazon has shown that they don’t want to be left behind in the podcasting game. They and their audio book service Audible will be launching their own podcasting platforms. Apple was the front runner for so long, it wasn’t even close. But as streaming music competition has heated up, so has each one of the major players’ desire to not fall behind the pack.
Just recently we learned that Spotify would be paying Joe Rogan and Kim Kardashian boatloads of money to become exclusive to their platform. They also went after Last Podcast On The Left, making them an exclusive two years this past November. I have to tell you, I actually stopped following the show, because Spotify’s setup for podcasting is pretty clunky. And for someone that lives in an area where cell/mobile coverage is kind of spotty, not being able to download content before going out for a walk, kind of sucks.
Back to the task at hand, ART19, which is the service Talking Metal uses to host their shows, sent this out to users of their platform:
Amazon Music and Audible will be adding podcasts to their respective services. In advance, we would like to invite you to make the podcasts you host with ART19 available on their services. Agreeing to add your content to Amazon Music and Audible ensures that your shows will be available to their combined and rapidly growing audience of 55 million + customers.
AMAZON 55 MILLION + CUSTOMERS AND GROWING
The beast that Jeff Bezos has built isn’t stopping anytime soon. It only makes sense that if they want to keep up with the Jones, especially if they want to compete with Apple, Spotify and others. I would imagine that we’ll start seeing more exclusivity deals with all of these podcasting platforms. For people bitching about the Rogan deal, Apple has actually been doing this for years with various services. They’ve always had exclusive content on Apple Music. Apple TV also hosts a series of in house content that is exclusive to their platform. The idea here is to rival Netflix, HBO, Disney and Amazon with their content. It is actually no different to what Spotify has done with podcasting.
The problem is that people are willing to accept video on demand streaming platforms, but not music, or these new podcasting deals. I get it Spotify’s platform is kind of clunky for podcasting and needs some work. But, that doesn’t mean it will stay that way. Each one of these services will continue to tinker and update their apps to ensure the best user experience possible. This will all continue to evolve.
Podcasting has come a long way since Apple first started offering podcasts over fifteen years ago. They helped propel the medium further than anyone. But fast forward to 2020, everyone is making a play for your attention, and ultimately your money. This move by Amazon to become a player in podcasting is logical. It fits in well with what they currently offer between Amazon Prime Video, Amazon Music and Audible.
Keeping people hooked on your content is key. Offering this gives customers one more reason to look to them for all of their needs. Now that will include trying to fill your podcasting needs.