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Storytelling with a desi twist: Spotify to launch original podcasts in India

The first line-up of platform-exclusive podcasts will be hosted by Gaurav Kapur, Mantra, and Aastha & Ankit.

, ET Bureau|
Nov 20, 2019, 09.43 AM IST
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AFP
Globally, Spotify has invested in new original podcasts in the US, Europe, and South America.
Globally, Spotify has invested in new original podcasts in the US, Europe, and South America.
MUMBAI: Swedish audio streaming company Spotify, which entered India eight months back, is set to launch original podcasts from and for Indian consumers.

The announcement is in line with Spotify’s global audio-first strategy that focuses on the brand’s potential to grow faster with more original podcasts.

As with music artists, Spotify will offer better discovery, data, and monetisation to podcast creators, the company said.

“Storytelling is intrinsic to India and almost nostalgic because most of us have grown on stories that our grandparents and parents told us; Spotify wants to re-establish that listening culture here, especially as users seek more screen-free moments,” said Amarjit Singh Batra, Managing Director - India, Spotify.

The company will launch first three Indian original podcasts on December 3rd. These include a cricket centric ‘22 Yarns with Gaurav Kapur’, fiction thriller ‘Bhaskar Bose’ narrated by RJ and actor Mantra, and love and relationship advice-based ‘Love Aaj Kal’ by Aastha & Ankit.

“Just a little over one year ago, we announced Spotify for Podcasters, which provides listener insights to all creators who have podcasts on our platform. Today, we have 140,000 registered creators across the world, on the platform, and the data for a few of these creators shows that India features in their top streamed markets. Much of this content is lifestyle, educational, and news,” added Batra.

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With over 500,000 podcast titles on the platform, up from 10,000 in 2018, Spotify has seen exponential growth in the podcast hours streamed globally (up approximately 39% from Q2 2019 to Q3 2019), with podcast adoption reaching almost 14% of total monthly active users (MAUs). And while the US accounts for the largest share of podcast streams, a majority of the growth and listening is now coming from outside the US.

Also, India features in the all time top three streaming markets for tech show ‘Waveform: The MKBHD Podcast’, and for ‘On Purpose with Jay Shetty’, a show that’s been number 1 on Spotify’s India podcast chart since the time of launch.

The country is also currently in the top ten streaming markets for TED Talks Daily and The Mindset Mentor.

Globally, Spotify has invested in new original podcasts in the US, Europe, and South America.
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