“If podcasters have avoided Spotify’s podcast world up until now, well, they’re probably going to have to start engaging,” wrote Ashley Carman in Hot Pod yesterday. Podsights and Chartable are essential for analytics and ad attribution across the entire space, and many podcasters rely on Chartable’s free data tools.
Once the integration is complete, Chartable will only be available to people who use Megaphone. They don’t need to be “paying customers,” Spotify says, but even a free account ties a podcaster into their system. The loss (to some degree) of Podsights as a neutral third party will complicate ad buys as well.
Tracking the success of one’s podcast is invaluable. Spotify now owns a major piece of that puzzle and will soon know more about your show than you do. Meanwhile, The New York Times reports that Joe Rogan’s exclusive deal was double what we thought: “at least $200 million, with the possibility of more.”
YouTube is considering new measures to keep misinformation from going viral on its platform. In a blog post titled “Inside Responsibility,” Chief Product Officer Neal Mohan described potential updates that would effectively “break” sharing features for videos with “borderline content,” a tricky gray area in moderation.
Borderline videos “don’t quite cross the line of our policies for removal but that we don’t necessarily want to recommend to people,” Mohan says. These videos are already being limited in recommendations within YouTube, and this extra step would keep them from being embedded or linked on other platforms.
At a time when Spotify is catching serious heat for its misinformation problem, YouTube has an opportunity to set itself apart, at least in terms of PR effort. Ashley Carman makes the case that Spotify’s podcast strategy is really about ‘beating YouTube.’ The timing of Mohan’s responsibility message certainly checks out.
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