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Fox Audio Network radio shows, including Fox News radio shows, are treated as podcasts using Spotify technology.
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Spotify targets radio stations with the latest product update that makes it easier to convert radio shows into on-demand podcasts and provide new advertising revenue streams for existing content.
Starting Thursday, Spotify’s “broadcast to podcast” technology will be fully integrated into Megaphone, the podcast advertising technology and hosting platform Spotify acquired in late 2020. Acquired by Spotify in 2021.
According to Emma Vaughn, Spotify’s global head of advertising business development and partnerships, Megaphone allows publishers to enter a URL to a live stream of broadcast content and automatically create a podcast from that show. can. “Broadcast-to-podcast” technology identifies the location of ad markers, giving publishers the opportunity to remove ads that originally aired in the live version of the show and dynamically insert new ad spots in their place. , resulting in more revenue.
Companies using “broadcast to podcast” can continue to sell their own ad inventory or, in the near future, through the Spotify Audience Network, the audio giant’s ad marketplace.
“These publishers obviously have a ton of content they create. [but] Full podcast operations are not always set up. [so] It may not make sense for them to create podcast-only content,” Vaughn said. Hollywood Reporter. “That’s where ‘broadcast to podcast’ comes in, because it’s seamless and you can join the ecosystem.”
As part of the initial rollout, publishers like Fox Corp., which has signed Fox Audio Network advertising and distribution agreements with Megaphone, will use the conversion technology to turn broadcasters’ radio programs on-demand. A podcast version will be created, Vaughn said. The goal is to attract publishers and broadcasters from around the world who “previously had no access to the Megaphone or podcast ecosystem.”
Executives also said converting radio shows into podcasts could give radio stations more chances to extend their reach to Gen Z listeners.
“More and more people are listening to content through these digital channels,” said Vaughn. I was able to reach a younger audience that I could not reach before. ”
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