Spotify’s owned channels see report viewers progress in 2022 | Media

Spotify had report viewers progress throughout all of its owned channels in 2022, mentioned Scott Henkemeyer, its international head of content material technique and publishing for owned editorial channels.

Viewers progress, for Spotify, refers to web page views and listens, Henkemeyer famous.

The audio platform’s information weblog, For the Document, has introduced in tens of thousands and thousands of pageviews and impressions over the previous 12 months. Spotify additionally has a podcast below the identical title and two others – Spotify: Mic Verify and Spotify: Uncover This — which have been listened to tons of of 1000’s of instances this 12 months, mentioned Henkemeyer through e mail.

Henkemeyer added that the earnings episodes of the For the Document podcast have the very best person completion price.

Since its IPO in early 2018, Spotify has made vital investments in its owned media, which is now firmly part of the platform’s storytelling ecosystem. 

Spotify started by creating the For the Document information weblog and podcast. The 2 channels take readers and listeners behind the scenes on earnings experiences, breaking information and product launches.  

Since then, Spotify has additional developed its owned efforts, constructing new channels designed to succeed in completely different audiences. 

Over the previous 12 months and half, the audio streaming firm has launched podcasts Spotify: Mic Verify and Spotify: Uncover This. The previous options private conversations with musicians and podcasters, permitting creators to attach with their audiences in a extra intimate setting. 

Spotify additionally constructed a web site referred to as Loud & Clear, which goals to supply extra transparency about artist compensation and the economics of the music business. The portal was just lately up to date with 2021 royalty knowledge.

With its editorial channels quickly evolving, Spotify just lately established an in-house digital artistic staff, in accordance with Henkemeyer.

The unit helps Spotify’s owned channels and different exterior boards with artistic technique, artwork course, graphic design and video manufacturing. It additionally helps develop viewers attain with digital occasion manufacturing for the corporate’s native and international markets.

“In-house artistic expertise ensures there’s a deeper understanding of the model and the enterprise,” Henkemeyer mentioned. “The ensuing work is just not solely produced extra effectively, however with a singular understanding of the tip person in thoughts.” 

Spotify has been intently monitoring customers’ constantly-evolving most well-liked consumption strategies. The expectation is that every one the owned channels work collectively, Henkemeyer famous, respectively addressing customers the place they’re more likely to digest content material. For instance, whereas journalists could also be drawn to conventional written information content material, Gen Z is “arguably extra more likely to devour info on Instagram,” Henkemeyer mentioned.

“We by no means need to be absent in a single house, or prioritizing one house over one other. We give it some thought as a concerted effort,” he added. “So if we’re producing long-form content material on For The Document, [we’re also asking], ‘What’s the companion social media play?’”

As a part of its annual Wrapped marketing campaign, Spotify produced an episode of Uncover This centered on recapping the 12 months in music with exterior friends, whereas additionally penning a number of weblog posts on the initiative’s international impression, together with the way it led to the highest-grossing merchandise gross sales week for artists in Spotify historical past.

Regardless of a considerable funding in owned media, Spotify is equally dedicated to earned content material, mentioned CJ Stanley, Spotify’s co-head of worldwide communications. 

“Our strategy to our earned, our pitches and the way we need to attain exterior audiences and the press is as essential as how we’re approaching our owned editorial channels,” Stanley mentioned.

With the ability to faucet into each capabilities, Stanley added, offers Spotify extra alternatives to customise its strategy primarily based on the particular viewers.