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Podcasting Hasn’t Produced A New Hit in Years

The average podcast in the top 10 is more than seven years old.

Spotify Wants To Turn Its Podcasts Into TV Shows And Movies
Photographer: Gabby Jones/Bloomberg

Dawn Ostroff wants to find more hits. The chief content officer of Spotify is upset that her company isn’t producing enough new popular podcasts, and has been putting pressure on her in-house studios to deliver. I’ve now heard the same message from every corner of the Spotify universe, though no one wanted to talk about it on the record.

It’s hard for new shows to find an audience. Every new show has a smaller audience than its predecessors.