The long-tail matters, of course, but to mount a real campaign and take market share away from YouTube, Spotify needs the biggest creators, too.

I wrote about this and more in my latest newsletter below:

Those signed with big networks likely will struggle to make the leap because dynamic audio ads that can be swapped out are the lifeblood of the industry

Spotify recently started compensating video creators based on consumption rather than ads, meaning these hosts have to decide whether they think they'd make more that way or through a combo of AdSense and audio ads everywhere else

At least one prominent show that used to upload video there, Call Her Daddy, has stopped doing so after moving to another network (SiriusXM). And lots of other programs that regularly find viewers on YouTube aren't moving their video to Spotify

i think this is partially a reaction to the youtube and video push we've been seeing, but i've got lots more context in my story, which first went out to my newsletter subscribers. linked below!! sign up to read!!

Audible started facing competition from Spotify when the service began giving subscribers 15 hours-worth of audiobook listening per month. Now it’s facing Amazon Music as a possible threat

The Daily is one of the biggest podcasts in the world. On YouTube, it averaged around 1,000 views per episode over the past week 😅