Spotify is looking to diversify its original podcast offering

Spotify’s increasing diversification has taken an interesting turn, with the platform looking to bolster its original podcast streaming services. It emerged this week that Spotify has been talking to podcast producers about original shows, including Gimlet, How Stuff Works and Pineapple Street Media. The shows, which Spotify would like to be focused on music, would be the first step in a longer-term play several platforms are making to become hubs for both music and spoken-word audio content. They could also serve as a valuable way for Spotify to grow its revenue sources ahead of an IPO many expect to happen either this year or next. This, coupled with news of brands including the New York Times using free membership to Spotify as an incentive to grow its own audience illustrates the increasing prominence of the platform.