Spotify is taking advantage of the increased popularity that podcasts are currently seeing by offering more "podcast-focused advertising and original content."
The new strategy was created in partnership with WNYC in order to bring the podcast and radio streaming site's programs to Spotify. It will also be launching a series of new shows in the coming months, and Spotify's new commitment to promoting podcasts will reveal a dedicated podcast tab in the "browse" section of the app.
The music streaming site will also be promoting podcasts via its ads on buses, and in return the hosts of some of the podcasts it will be featuring will "talk up Spotify on social media and during their shows."
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