Live Audio Comes to Spotify’s Main App


PodMov Daily: Wednesday, April 13

Episode 624: Your Midweek Update

Live Audio Comes to Spotify's Main App

Spotify has rebranded Greenroom into Spotify Live, bringing its features into the main listening app. At first, in-app live shows are limited to “select original programming.” A standalone Spotify Live app will still be available, where independent creators can continue to offer the live shows they had on Greenroom.

Interactive features will remain on the standalone app as well: “Listeners will be able to tune in to live programming on Spotify via the creator’s podcast or artist page, and if they want to participate in the chat or join the host onstage, they can head to the Spotify Live app to do so,” the company says.

The marquee original is After Hours with Alex Cooper, essentially bonus material for the wildly popular Spotify exclusive podcast Call Her Daddy. Fans can listen live as the host continues “honest, uncensored conversations” during the evening talk show. Looks like a test template that may be sold to podcasters.

Why Podcast Advertisers Should Demand Transcripts

Advertisers should move money away from podcasts that don’t provide transcripts, says Bryan Barletta in Sounds Profitable. His argument isn’t just to pressure creators onto the transcript train. For brands and campaign measurement, “a deep understanding of the content will be our prime first-party data.”

With podcaster-provided transcripts, advertisers can efficiently double-check the content of multiple episodes at once. Brands are attracted to transparency, especially when risk mitigation comes in a convenient package. If they start to prefer shows with transcripts, podcasters will have every incentive to deliver.

Barletta suspects hosting platforms will start offering AI transcription, giving podcasters more control over what advertisers see: “Just think about how a third-party competitive intelligence platform might classify a show if the transcript refers to a minor when the host really meant miner.” Good point.

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Here's what else is going on:

  • Fresh ink: Ariel Shapiro will be Hot Pod’s new lead writer, starting April 25. Shapiro “pioneered the podcast beat at Forbes, where she created the publication’s first top earners list for podcasters.” The Verge has big plans for Hot Pod this year, including another hire and in-person events.
  • Numbers game: “Info to Insights: Using Data to Build Your Podcast Brand” is coming up on April 20. The SoundPath talk with Nicole Walker (WinHers United) will cover essential analytics and how to tell a story about your show from the numbers. $10 registration for non-AIR members.
  • Prep school: This Friday at 1:00 pm ET, PRX and the Google Podcasts creator program will hold a Q&A about 2022 applications and eligibility. The free, 20-week intensive training accelerator (June–December) is open to mid-career podcasters. Applications are due Sunday, April 24.

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