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Since many of us work on a computer all day, and then go home and continue to use tablets, smartphones, or televisions - it's becoming clear to many it’s time to take a break and music/podcasts are a popular alternative. If successful, this move will likely give Spotify a competitive edge over other music streaming platforms like Apple Music and Pandora.Įk also backed his decision with the knowledge that many people are consciously trying to reduce their screen time. In order to maximize value for its users, Spotify made the strategic business decision to acquire the two podcasting companies in order to beef up that side of the platform. Of the millions of users, Ek noted that podcast listeners spend nearly twice the amount of time on Spotify - even spending more time listening to music than non-podcast listeners. In their announcement, Spotify CEO Dan Ek spoke of the company’s massive growth in users in 2018, with currently 96 million users - up 36% from last year. Spotify is acquiring two of the top podcasting companies, Gimlet and Anchor, in an effort to “become the leading platform for podcast creators around the world and the leading producer of podcasts,” according to their blog post.