According to Recode, Spotify is in advanced talks to acquire Gimlet Media. Spotify reportedly plans to pay more than $200 million to buy Gimlet Media.
If this deal happens, it will be the first time Spotify has bought a content company. It will also be one of the biggest acquisitions in the podcasting industry.
It is possible that Spotify is looking to compete with Apple Podcasts for podcast listeners. Recode noted that while Apple is the dominant podcast distributer, it doesn’t appear to spend much energy on podcasts. Spotify has already started promoting podcasts to its 200 million users.
Hot Pod pointed out that Spotify has already started emphasizing a content strategy where it brings “voices in-house, or at least exclusively licenses their content”.
One of those deals involved Amy Schumer. Her comedy podcast 3 Girls 1 Keith is exclusively on Spotify.
Spotify reported that The Joe Budden Podcast brought its series exclusively to Spotify on September 12, 2018. The Apple Podcast listing for The Joe Budden Podcast has some extremely short episodes that direct listeners to seek out the podcast on Spotify.
Jemele Hill’s Unbothered podcast will launch on Spotify in March of 2019. It will be hosted by Jemele Hill and her co-hosts, and will include a rotating cast of guests. It will provide an honest discussion of American life. It appears this podcast will be exclusive to Spotify.