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Spotify is far from the only tech company making the pivot to podcasts and creators. Snapchat, Instagram, and TikTok are fighting for creator loyalty with new features and funds. Twitter acquired podcasting app Breaker in an attempt to enter the audio space. Clubhouse initially made waves in audio-focused social media. Spotify is a bite away from eating the podcast industry, but the relationship between audio and the creator economy is in flux.
"I believe by the end of 2025 we could have as many as 50 million creators on the platform,” Ek told the Verge. For context, Spotify counted around 3 million creators on its app in 2018. Ek says Spotify will soon expand its global footprint to more than 1 billion people in new global markets. (Spotify is currently available in 93 markets across the world.)
https://www.businessofbusiness.com/articles/spotify-anchor-podcast-new-creator-tools/
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