Sat. Jun 15th, 2024

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Spotify has relaunched its podcast creator programs to support new and existing creators in the industry. The two programs are the Managed Partner Program and PodStart.
Spotify’s Managed Partner Program supports existing podcasters on the platform by providing them with education, partner management support, and editorial promotion to help them increase their listener base. The previous edition of the program had over 40 creators who produced content in Hindi, Tamil, and English, covering various genres such as horror, comedy, knowledge, and learning. The horror shows witnessed a 113% growth in listeners and 60% growth in consumption, while education podcasts saw a 29% growth in listeners and a 49% growth in consumption.
Since the launch of podcasts on Spotify in India over four years ago, an increasing number of listeners have turned to this medium to consume and discover content across various languages and genres. In fact, one in every four music listeners on the platform now listens to podcasts as well. Among them, Gen Z stands out, with almost two-thirds of 18-24-year-olds in India listening to podcasts at least once a week, according to the Spotify Culture Next Report of 2022.
The PodStart program is designed to assist creators who are starting their podcasting journey on Spotify. The program consists of two parts. The first part is aimed at onboarding existing creators from various social media platforms on to Spotify. The second part empowers experts in their respective fields to create podcasts on Spotify and use their authority and experience to build a listener base.
Spotify recently held the fourth edition of Spotify Podcasters’ Day in Delhi, bringing together existing and aspiring podcasters and storytellers from across India. The event included keynote speeches by Amarjit Batra, GM, SAMEA & MD, India, Spotify, and Dhruvank Vaidya, Head of Podcasts, Spotify India. The event also featured a panel discussion with Leeza Mangaldas, Aryaan Misra, Durga Raghunath, and Ankur Warikoo, as well as a fireside chat with Rajkummar Rao.
“Podcasting has grown rapidly in India over the last few years. Spotify’s focus is to grow the podcast ecosystem and enable creators, publishers, content owners, media houses, and advertisers to participate in this growth. We have two primary podcast creator programs – PodStart to on-board new podcast creators, and the Managed Creator Program that works with established podcasters to elevate them to the next level.
On the platform, we continue to deploy a large number of features and functionality to enable podcast discovery and growth. We are also focussed on building the podcast listening habit through on-platform promotions, marketing, and communications initiatives,” said Dhruvank Vaidya, Head of Podcasts, Spotify India.



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