While they aren’t using Apple’s API to import their shows, they have built out a way for artists to submit their show based on RSS and manage it. After seeing how they’ve built out their creator portal, it’s clear they still believe in the open market. I know there was a lot of concern after Spotify purchased Gimlet that they would move away from the RSS standard for podcasting. While I love Apple Podcasts, and how much they promote the industry, I know that Spotify can help reach people Apple can’t. Anyone that has an Android phone, Chromebook, macOS, iPhone, iPad, Windows PC, etc.
As someone who loves podcasting, I want new people to discover podcasts. As they begin to promote podcasting heavily, that will grow the industry. While Apple Podcasts is installed on every iOS and macOS (running Catalina) device, Spotify is approaching 200 million free users, and 125 million paid users. In podcasting, because the industry is so young, Spotify’s focus is a good thing for the industry (especially for creators).
The anti-trust battles are looming, and I am sure both companies want to avoid prolonged legal conflicts. Spotify and Apple certainly have no love lost when it comes to music. Today, I want to explain why we aren’t headed towards a Spotify vs Apple Podcasts war. Apple’s market share is likely to keep shrinking as other players grow, but that isn’t necessarily a bad thing. The data I hear is that across the industry is that Spotify makes up 10% of the market now while Apple is still at 60%.
I’ve even noticed non-technology focused advertising will now say, “Find us on Apple Podcasts, Spotify, or wherever you get your podcasts.” Side note: I hate when someone says “Find our show on iTunes” as that helps almost no one. Spotify has spent millions of dollars to acquire content and they’ve built out an entire portal for shows to manage their content and view statistics. We’ve covered Spotify’s move into podcasting multiple times over the past year.
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