https://techcrunch.com/2021/07/28/podcasts-focus-spotify-user-growth/

In the minutes before its quarterly earnings call this morning, Spotify played advertisements for its Originals & Exclusives, like the true crime show “Deathbed Confessions,” and the sex and relationships podcast “Call Her Daddy,” which Spotify recently acquired in a deal worth $60 million. Sure, it’s kind of hilarious to hear a recording of host Alex Cooper’s voice say, “Hey, daddy gang!” as investors log in to an 8 AM call, but the subtext rang clear: Spotify is serious about growing its podcast business.

Given how many podcasting companies Spotify has acquired over the past few years, it would be concerning if there hadn’t been significant growth in this realm. Among Spotify users who already listen to podcasts, podcast listening increased 30% year over year, with total hours consumed up 95%. Meanwhile, podcast ad revenue increased by 627%, which out-performed expectations. Spotify attributes this success to a triple-digit year over year gain at its in-house studios (The Ringer, Parcast, Spotify Studios, and Gimlet), and exclusive deals with “The Joe Rogan Experience” and the Obamas’ Higher Ground studio. Spotify also referenced its November acquisition of Megaphone, a podcast hosting and ad company.