What do Kim Kardashian and Batman have in common?... An exclusive Spotify partnership. The Swedish streaming champ just inked a deal with Warner Bros' DC Comics and reality TV's Kim Kardashian West. Its stock surged 12% to a record high on the news. What Spotify splurged on:
Making it exclusive... Spotify is defining the relationship with big stars. The goal? Bring their huge followings (exclusively) to its platform. It's the "Gated Garden" strategy:
Pods have lived up to the splurge... Spotify has spent almost $1B snatching up pod content/companies over the past 1.5 years, including Gimlet Media and The Ringer. Those acquisitions were mainly focused on existing pods with existing audiences. With Kim and DC, Spotify wants more non-podding people to start podding. Since its 1st pod-cquisition in February '19, Spotify's market value has grown by $25B β and its pod audience more than doubled.