Spotify and Substack team up for broader distribution

Spotify and Substack team up for broader distribution is profiled by BTW Media because published evidence links it to internet infrastructure, governance, operational dependencies, or market visibility.

• Substack podcasts can be added to Spotify through a partnership that requires only a few clicks for distribution.
• Substack podcasts can be accessed instantly after linking accounts, while paid ones require payment on Substack before listening on Spotify.
• The Spotify Open Access API is used by various publishers and provides appeal for creators due to Spotify’s large monthly active user and premium subscriber base.

Substack shows are now on Spotify, a partnership that allows Substack podcast creators to add Spotify distribution to their shows with just “a few clicks.” Last year, Substack abandoned its exclusive podcast ambitions in favour of wider distribution, including a non-exclusive contract renewal with famed vaccine enthusiast Joe Rogan, a move that could boost the streaming library.

Spotify and Substack partnership

The partnership is built on the Spotify Open Access API, which is utilized by publishers like Calm, The Economist, Freakonomics Radio, Patreon, Dateline NBC, and The Wall Street Journal to reach the music platform’s listener base. The appeal for creators is evident, as Spotify reported 602 million monthly active users and 236 million premium subscribers at the end of 2023.

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Access and control for listeners and creators

When listening to a Substack podcast on Spotify, there will be a padlock (or “paid” tab, if applicable) next to it. Users will need to link their Substack account when they start listening. Some Substack podcasts are free and can be listened to immediately after linking an account. For paid programmes, users will still need to pay on Substack before they can listen on Spotify. This move is not primarily to provide free content, but rather to expand Substack’s audience.

However, people don’t need Spotify Premium to access the same Substack content whether they’re on a free or paid Spotify plan. Podcast creators have full control over their content, user base, and revenue. During setup, podcast creators will need to select the option to sync with Spotify in their Creator Account settings so that all of their current and future shows are instantly available on the streaming platform.