Headline : As Spotify layoffs continue, the next phase for podcasting is quality over quantity

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In the past six months, many major platforms made cuts to their audio departments. Spotify has announced a new round of layoffs in its podcast division, eliminating 200 jobs from Gimlet and Parcast Studios. As part of the reorganisation, Gimlet and Parcast will combine under one company as Spotify Studios. After spending $1 billion in podcast investments, some streamlining is to be expected from Spotify. However, Spotify’s exclusive strategy may have stunted these studios’ growth, and as Spotify continues to add more podcasts to its platform — now at five million shows — its next challenge will be quality over quantity.

Spotify’s acquisition of Gimlet and Parcast studios in 2019 kicked off its investment into the podcast market, but it has not been an entirely smooth transition. In October, Spotify laid off 38 team members and cancelled 11 Gimlet shows that Spotify said were underperforming. The joint unions for Gimlet and Parcast blamed Spotify’s exclusive strategy, as it essentially limits their audience and revenue potential. Spotify recently backpedalled its exclusive strategy, making some of Gimlet’s shows, such as Science Vs., available for wider release on other platforms. The shows from Spotify’s other studio, The Ringer, were not made exclusive, and interestingly, The Ringer will remain separate from the newfound Spotify Studios. 

Exclusivity is not the only strategy Spotify is backpedalling. The company’s announcement also signals a shift in focus from expensive, celebrity-hosted originals to serving creators (whose content it does not have to pay for), building on CEO Daniel Ek’s recent promise that “overspending” on podcasts is over.  Meanwhile, the layoffs seemingly aim to help Spotify focus on a few, quality shows rather than many. However, Spotify may have dug its own hole by focusing first on quantity. While this strategy may have helped Spotify become one of the top podcast platforms, its cluttered landscape now makes it even more challenging for any show to become a hit, including Spotify’s own.

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