Partly because Wondery currently has a partnership with Universal Music Group – their first show, a New Jack Swing docu-series, recently debuted. Sony Music spending hundreds of millions on a podcast production company would certainly be fascinating. There’s intense speculation about one of the biggest companies, Wondery, with Bloomberg reporting that Sony Music and Apple have held talks with the company about a potential acquisition, although Spotify reportedly balked at the $300m-$400m asking price. One area where people are very willing to spend money in podcasts is on acquiring their producers, of course. That said, podcast subscriptions have been tried by various companies before, and haven’t been wild successes, so even if Spotify were to launch one, it could flop. With Spotify having regularly made the argument that podcast listeners on its platform are also more engaged with music, launching a separate podcasts subscription could ruffle some feathers. The Verge followed up and got Spotify’s response: essentially that it’s just a survey. Exclusive extra or extended episodes early access to new episodes and Spotify-inserted ads or not were some of the options being canvassed. One question sketched out a choice between a $2.99 or $4.99 a month podcasts subscription, while the next compared the $4.99 one with a $7.99 tier. Variety exec Andrew Wallenstein tweeted screenshots of a survey he was prompted to fill out after opening Spotify’s app, focusing on a “podcast streaming service” with prices “for these stand-alone services only and that the price of the music streaming service is not included in these offers”. That’s a question the streaming service appears to be exploring, in a survey for some of its listeners. But what if Spotify were to launch a standalone podcast subscription? Amid all the music industry speculation about whether podcast listening might in the future cannibalise not just streams of music, but royalties for it too, the assumptions were of a continuing single subscription covering both forms of content.
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