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Spotify doubles down as ‘sanity’ platform

Spotify has shared data with the Australian Financial Review revealing that Australians have doubled their listening time of podcasts this year, compared to the previous.

With Australians experiencing lockdown at some point throughout 2020 and feeling fatigued by social media, there was a surge in creators and content available on the platform.

Podcasts related to self-help and self-care have seen a 122% increase in listens this year. Playlists related to ‘mindfulness’, ‘calm’ and ‘self-care’ have streamed 57% more in 2020, than last year.

There is now fierce competition amongst podcasters as entry into the market has grown. Spotify has more than 1.5 million podcasts on the platform, up from 450,000 one year ago.

Spotify content partnerships manager for Australia and New Zealand, Prithi Day says the company wants to unearth local voices who will resonate with Australian listeners – and essentially addresses a content gap and reach an audience.

Is this content gap the conversations about more taboo topics and identifying how we all may be feeling? Perhaps. There has certainly been a rise in talk show categories and people being more candid about their struggles.

The platform has gone one step further in helping people take care of themselves, introducing Pumped By Spotifya workout series.

Only available via web browser, the platform starts by asking:

1. Where you will be working out - Inside, outside or outer space

2. What your exercise ability is - Easy, medium or intense and do you want to workout for 7 minutes, 14 minutes or 21 minutes

3. Which podcaster you would like as your coach

4. Pick 4 genres of music you want to work out to

5. Log in to your Spotify account

6. Voila! You have a workout and customised playlist – with tracks changing for every exercise you do. It has great queues as well including "I CAN SEE IT. YOU’RE FULLY WORKING UP A SWEAT. WELL DONE!"

It’s truly magnificent how Spotify is a global platform that has evolved from a paid music subscription service to now offering people the opportunity to focus and work on their health and sanity. Or rather, escape their insanity!

Hopefully, there is more on the horizon in this space from Spotify.

Zoe Jarousek


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