"Audiences aren’t sitting around wondering whether they’re consuming a podcast, a video show, a digital broadcast, or creator content. They’re just hitting play."
"What ends up happening is when advertisers are deciding whose budget this is to come out of, there's oftentimes a tug of war, or it gets orphaned, because nobody knows."
"This will enable Spotify-hosted creators to distribute their video podcast content across platforms, reaching audiences on both Spotify and Apple Podcasts without changing their existing setup..."
"We believe the platforms that win in this next era of podcasting won’t be the ones that limit access – they’ll be the ones that empower creators at scale.”
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."