Spotify Helps Radio Publishers Enter the Podcasting Space with Broadcast-to-Podcast Feature

Source: Spotify

Spotify has launched a new feature called Broadcast-to-Podcast (B2P), which enables broadcasting publishers to easily convert their existing content into podcasts. This feature is exclusively available to publishers who use Megaphone, a podcast ad tech and hosting platform that Spotify acquired years ago. With B2P, publishers can input the URL of a live stream of their broadcast, which is then automatically converted into podcast content. The feature also identifies ads, allowing publishers to remove them from the original live stream and insert new ad spots as they see fit.

The launch of B2P is in response to the demand for audio content that can be listened to at one's leisure, rather than being forced to tune in live. By repurposing their broadcasts as podcasts, publishers can enter the podcasting space without investing significant amounts of time and resources in producing recorded podcast episodes. This, in turn, enables them to reach new audiences, such as Gen Z, and generate additional revenue by selling and running new ads. In light of the stiff competition from YouTube, features like B2P can help bring more podcast content to Spotify's service without having to ink expensive deals with creators and publishers.