The company was seen late last year weighing if it should do away with the Anchor brand, in a survey it sent to creators. This change involves another consolidation of its Anchor podcast creation service, acquired for $154 million back in 2019. The company showed off a redesigned version of its Spotify for Podcasters dashboard, which will now work to better organize its tools for creating, managing, growing, and monetizing their content in one place. Megaphone only offers its services to shows or networks with 20,000+ listeners per episode – a higher barrier for entry than Anchor.In addition to news related to its mobile app’s revamp and the introduction of TikTok-style music and podcast discovery feeds, Spotify announced podcast-focused news at its Stream On event in LA this morning. It also charges both publishers and advertisers a premium to use its advertiser marketplace. It’s a podcast hosting company that caters to larger shows, rather than out of your bedroom podcasts. Spotify bought Megaphone in November 2020. So while Spotify’s efforts in acquiring new content are paying off, its efforts to attract indie podcasters may be failing. That means Anchor wasn’t comfortable continuing the $15 per 1,000 listens arrangement it established. Several podcasters say they were cut off entirely, while Newman’s deal was reactivated at a lower CPM. Those paying Anchor sponsorships dried up at the end of 2020, with no renewal deal. Anchor pays $15 for every 1,000 people the podcast reached. Most podcasters using the service confirm that Anchor itself was their first sponsor. But that grand vision of connecting podcasters with paying sponsorships may be dying. Anchor’s sponsorships tool is supposed to work a lot like YouTube ads, matching advertisers to content.
Three others said they’re exploring alternatives to Anchor because they’re not receiving new sponsorships.Īnchor launched in November of 2018, just four months before Spotify bought it for $154 million. Three people interviewed confirmed that Spotify and Anchor had paid them thousands. Anchor’s sponsorship feature seems to be severely lacking in actual sponsors outside of Anchor and Spotify.
The Verge spoke with nine other podcasters who use the Anchor service.
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