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How Spotify Priced Its Way to Podcast Dominance
In this episode, we examine Spotify's strategic pricing for its podcast business, from exclusive deals like the Joe Rogan Experience to its freemium ad model. We break down how Spotify used a mix of upfront payments, ad revenue sharing, and platform bundling to capture market share from Apple Podcasts. We also look at the numbers behind their $1 billion podcast investment and the pricing trade-offs they made to build a two-sided marketplace. Specific figures include the $100 million Rogan deal, the $200 million Gimlet acquisition, and the 2025 podcast ad revenue estimates of $2.2…
The skinny
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