One in five Spotify listeners today listens to a podcast, a reflection of how the music app’s move into spoken word in recent years is exposing podcasting to consumers that may never have opted to listen to one. It has not come cheap, as the company spent hundreds of millions of dollars to buy up companies like The Ringer, Gimlet Media, Parcast and Anchor FM. It has also captured headlines with exclusive licensing of The Joe Rogan Show and podcasts by Barack and Michelle Obama’s Higher Ground.
Dawn Ostroff has also brought onboards brands like DC Comics with a pitch that few others can make: the ability to take a show around the globe. In the coming year Ostroff will be in charge as the streaming audio service expands into video.
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