Amazon’s Audible Goes Beyond Books to Chase Spotify in Podcasts
Under growing pressure from Spotify, the e-commerce giant is looking to spend big in podcast land
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In recent months, Audible, the audiobook service owned by Amazon.com Inc., has been meeting with talent agencies and producers to discuss acquiring potential new podcast projects—or, in the terminology that Audible prefers, “Audible Originals.” Audible is offering anywhere from a few hundred thousand dollars to a few million dollars per show, according to people familiar with the matter, more than every competitor except Spotify Technology SA.
So far, Audible has already purchased shows from documentary producer John Battsek, as well as from comedians Kevin Hart and Tiffany Haddish. The acquisitions by the dominant audiobook service in the U.S. are part of a new, multimillion-dollar shopping spree, designed to establish Audible as a more enticing destination for podcast fans and to fend off growing audio-storytelling competition, particularly from Spotify.