where if somebody can get all their audio through one service, then it makes easier to use,' Leitzinger said in an interview. 'There's a simplicity factor going on there. Peter Leitzinger, an analyst with Kagan, a media research group within S&P Global Market Intelligence, said Spotify's move toward exclusivity in podcasting is a step in the right direction as it will bolster Spotify's user base and increase subscriptions on the platform. is really building the market,' Ek said on the call. Ek also contrasted the business of music streaming - where he said true exclusivity is not possible due to the availability of songs on various platforms - to the potential upside of delivering exclusive podcasts.

Speaking on a recent earnings call, Spotify CEO Daniel Ek said the company's podcast users are 'almost twice as engaged' as nonpodcast listeners and spend more time listening to music as a result. Executives said podcasting today remains only a small part of Spotify's overall business, but the company does plan to spend between $400 million to $500 million on podcasting acquisitions in 2019. Spotify entered the podcasting market about two years ago and now has more than 185,000 podcast titles available on its platform. Anchor, meanwhile, was established in 2015 and provides podcast creation and distribution tools, including ones for smartphone apps. While Spotify did not announce terms of the deal, reports indicate that Spotify could pay more than $200 million for Gimlet Media. Gimlet Media was founded in 2014 and has a podcast content development arm that focuses on producing narrative podcasts. Spotify recently announced its plans to buy Gimlet Media and Anchor for undisclosed sums. will enable Spotify to diversify its content portfolio and also gain share in a market that is growing rapidly, analysts said. and podcast technology firm Anchor FM Inc. Spotify Technology SA's planned acquisition of podcast producer Gimlet Media Inc.

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