Spotify is producing its first slate of Australian podcasts as it ramps up local investment in the space.
The audio company confirmed a slate of original and exclusive content, including a Spotify Original called Search Engine Sex.
“Our goal is to become the number one audio platform in the world, providing the best in audio content, customised, and accessible on-demand everywhere,” says Cecila Qvist, Spotify’s global head of markets.
“The role our global markets play in this expansion is pivotal and we look forward to making many more announcements in this space”.
In addition to the sex and relationships podcast, hosted by Rowdie Walden, Spotify is producing two exclusives; Generation Betoota, in parternship with The Betoota Advocate, and Vice Extremes Season 2, hosted Julian Morgans.
Spotify has identified Australia as a key growth market, saying that 22% of Australians listened to a podcast each month last year, compared to 18% in 2018.
In addition to capturing the podcast market, Spotify is also targeting radio listeners, after finding that 48% of podcast listeners in Australia also tune into the radio each week. To help capture this audience, it launched Your Daily Drive, a playlist that personalises news bulletins and music, imitating the radio format.
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