To head up the division, in 2018 it had brought on Ostroff, who was then leading Conde Nast Entertainment. In early 2019, the company eventually settled on what it saw as three complimentary companies: Gimlet, a production studio that churned out popular and critically-acclaimed hits like Reply All and StartUp Anchor, a company that helps amateur and independent podcasters make shows and Parcast, a production studio that made primarily crime, science fiction, and mystery podcasts.
Spotify spent a year hiring executives and podcast staff, building a backend to support the new formats, and canvassing for potential acquisition targets. The company saw podcasting as a rapidly growing space without middlemen. But Spotify’s profit margins were narrow, as a handful of record companies dominated the value chain in music.
#Spotify podcasts not playing 2021 serial#
The massive success of Serial in 2014 had set off a gold rush in audio at the same moment that Spotify had emerged as the dominant force in music streaming powered by strong tech and a user-friendly interface. Spotify’s podcast push began in earnest in 2016, when Ek invited audio executives including higher ups at Gimlet to the company’s headquarters in Stockholm, Sweden to explain the emerging American podcast market.
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