{"id":2778,"date":"2022-02-23T00:00:00","date_gmt":"2022-02-23T00:00:00","guid":{"rendered":"https:\/\/www.techsparx.co.uk\/north\/uncategorized\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/"},"modified":"2025-02-28T14:41:37","modified_gmt":"2025-02-28T14:41:37","slug":"techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever","status":"publish","type":"post","link":"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/","title":{"rendered":"TechScape: how Spotify may have just quietly changed podcasts forever"},"content":{"rendered":"<p>In this week&rsquo;s newsletter: two under the radar moves feel like the beginning of the end for one of the last sections of the internet to exist outside of the major tech platforms<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/ablink.editorial.theguardian.com\/ss\/c\/TBl-lE0k4WbTlFRn6v-lQXxTpTslqnvUsR2ofAkC00vqkHXqakTSxrykj9mrdACFo11SPMvm9ONAti2JcHBqUgcduObToxycReEYHcTAh6nov_u_7l464yKkl5CZpPeg-CqG3ueb-8UiDZ4dOkhK_xu6BZysaGtGOA-w2_0KTqLsMBLqZrcGelEg-7T5C6DRfMSsX1Wcyrv2RlHjbzIGx0ePxMD7meIXmznkqCFxtrflV_YvxDV9cqXgzdq7c2-9qYTW0MyIMCG7p9sc7wIKCg\/3ha\/N7031ZxvS8Cv2AmB8PHP-g\/h27\/towm4HqYM1UtQe3kzAkaoAWT_zh9HyZuTvPyJCk6JeE\">Don&rsquo;t get TechScape delivered to your inbox? Sign up for the full article here<\/a><\/strong><\/li>\n<\/ul>\n<p>Just after <a href=\"https:\/\/www.theguardian.com\/technology\/2022\/feb\/16\/techscape-nft-cryptocurrecy-hmrc\">last week&rsquo;s edition of this newsletter<\/a> went out, Spotify bought two small technology companies. Chartable and Podsights, both founded and headquartered in New York, are hardly household names: with around 50 employees between them, according to <a href=\"https:\/\/www.crunchbase.com\/organization\/podsights\">estimates<\/a> <a href=\"https:\/\/www.crunchbase.com\/organization\/chartable\">from<\/a> analysts Crunchbase, they&rsquo;re the sort of acquisitions that large companies make on a regular basis, and often go unnoticed by anyone but industry watchers. But the purchases, both made for undisclosed sums, help explain why the company is so eager to stand firm in the face of criticism from the likes of Neil Young and Joni Mitchell over its broader podcasting strategy &ndash; and, specifically, its spending of <a href=\"https:\/\/www.nytimes.com\/2022\/02\/17\/arts\/music\/spotify-joe-rogan-misinformation.html\">an estimated $200m<\/a> on acquiring exclusive rights to the Joe Rogan podcast.<\/p>\n<p>First, the acquisitions themselves. <a href=\"https:\/\/www.theverge.com\/2022\/2\/16\/22937826\/spotify-podsights-chartable-acquisitions-podcast-marketing-platforms\">The Verge&rsquo;s Ashley Carman reports<\/a>:<\/p>\n<p><em>Both Podsights and Chartable allow podcasters and networks to include tags in their shows that are used to track who listened, if they heard an ad, and whether they took action upon hearing it. Spotify says it plans to use Podsights&rsquo; technology outside podcasting and will bring it to the &ldquo;full scope of the Spotify platform, including audio ads within music, video ads, and display ads.&rdquo; The Chartable acquisition appears to be more directed <\/em><em>toward<\/em><em> podcasters themselves rather than advertisers, particularly because of its technology like SmartLinks<\/em> [which tracks where clicks to podcasts have come from]<em>.<\/em><\/p>\n<p><em>&ldquo;These tools will make it easier for publishers to turn audience insights into action and expand their listenership while ultimately growing their businesses,&rdquo; Spotify writes.<\/em><\/p>\n<p> <a href=\"https:\/\/www.theguardian.com\/technology\/2022\/feb\/23\/techscape-spotify-podcasts-joe-rogan\">Continue reading&#8230;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this week&rsquo;s newsletter: two under the radar moves feel like the beginning of the end for one of the last sections of the internet to exist outside of the major tech platforms Don&rsquo;t get TechScape delivered to your inbox? Sign up for the full article here Just after last week&rsquo;s edition of this newsletter [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2779,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TechScape: how Spotify may have just quietly changed podcasts forever - Regional technology news - North - TechSparx - Business technology stories in the North<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TechScape: how Spotify may have just quietly changed podcasts forever - Regional technology news - North - TechSparx - Business technology stories in the North\" \/>\n<meta property=\"og:description\" content=\"In this week&rsquo;s newsletter: two under the radar moves feel like the beginning of the end for one of the last sections of the internet to exist outside of the major tech platforms Don&rsquo;t get TechScape delivered to your inbox? Sign up for the full article here Just after last week&rsquo;s edition of this newsletter [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/\" \/>\n<meta property=\"og:site_name\" content=\"Regional technology news - North - TechSparx - Business technology stories in the North\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-23T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-28T14:41:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.techsparx.co.uk\/north\/wp-content\/uploads\/2025\/02\/3426.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"140\" \/>\n\t<meta property=\"og:image:height\" content=\"84\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Editorial Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Editorial Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/\"},\"author\":{\"name\":\"Editorial Team\",\"@id\":\"https:\/\/www.techsparx.co.uk\/north\/#\/schema\/person\/a67e7f1ec4654ee30ec6c9c2899a146e\"},\"headline\":\"TechScape: how Spotify may have just quietly changed podcasts forever\",\"datePublished\":\"2022-02-23T00:00:00+00:00\",\"dateModified\":\"2025-02-28T14:41:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/\"},\"wordCount\":323,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.techsparx.co.uk\/north\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.techsparx.co.uk\/north\/wp-content\/uploads\/2025\/02\/3426.jpg\",\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/\",\"url\":\"https:\/\/www.techsparx.co.uk\/north\/techscape-how-spotify-may-have-just-quietly-changed-podcasts-forever\/\",\"name\":\"TechScape: how Spotify may have just quietly changed podcasts forever - 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