After announcing its pivot to podcast, Spotify appears to
Spotify is testing a playlist feature that shuffle podcasts in with its algorithmically-generated music recommendations, the Verge reported Wednesday. The Verge's Dan Seifert said this playlist is for listening during morning commute, but it evidently has some kinks to work out.
Seifert, who shared a screengrab of the test on Twitter, said that the podcasts he saw were in a foreign language, leading the way to the test. It could also mean that Spotify's algorithms are just failing the way that algorithms often do.
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That the streaming app is tinkering with ways to better surface its growing selection of podcasts makes sense. Gimlet, Parcast, and Anchor, with Spotify acquired a ton of podcast real estate with his purchases.
The company said it "focused on fueling the discovery of stories, culture, and communities through audio-driven experiences," and "podcasts as an integral part" of that goal. It's willing to spend for it, too. In its Q4 report in February, Spotify said it was planning to spend $ 400 million to $ 500 million this year on podcast acquisitions.
"Growing podcast listening on Spotify is an important strategy for driving growth of user engagement, lower churn, faster revenue growth, and higher margins, "the company said.
The question remains, however, whether anyone actually wants this. I know that in the morning I'm feeling a podcast or music, but never both. To shuffle them in acheive a little chaotic and disruptive to whatever experience you are trying to do on your way into work – usually a zen one, as opposed to one.
That said, however, a version of this could work. A Discover Weekly-type situation specifically for podcasts related to your interests, maybe. I can only speak for myself here, but I for one would be super down for that.