Spotify has emerged as a go-to platform for music and podcasts in a majority of markets in the

world. However, the experience of listening to podcasts is often a deeper experience than

that of listening to music. because:

1. Longer form: A Piece of music typically lasts anywhere around 3-4 minutes whereas

the average length of a podcast is around 30 mins.

2. Active consumption: The majority use case of music has been identified to be partial

consumption, whereas podcasts fall more into the active consumption category. For

eg: Self-improvement podcasts

3. Unmet Needs: With active listening, there are certain unmet needs of users in the

podcasts division. For eg: the need to highlight certain parts of a podcast, share them,

make notes and access them later etc. Some of these have been identified during

internal research at Spotify.