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How Spotify Owns the Podcast Ecosystem by Owning Discovery
Lucas and Luna break down how Spotify transformed from a music streaming service into the dominant force in podcasting—not just by spending billions on exclusive shows, but by controlling the discovery layer. They examine the 2020 Joe Rogan deal, the closed vs open RSS debate, and why Spotify's strategy mirrors Amazon's playbook: own the platform, own the data, own the audience. With podcasting ad revenue expected to top $4 billion in 2026, Lucas argues that Spotify's bet on vertical integration is paying off, while Luna questions whether it undermines the open web ethos that…
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