{"id":4599,"date":"2022-07-30T11:33:29","date_gmt":"2022-07-30T16:33:29","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4599"},"modified":"2023-10-05T10:24:50","modified_gmt":"2023-10-05T15:24:50","slug":"spotify-por-que-aposto-por-el-podcast","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2022\/07\/30\/spotify-por-que-aposto-por-el-podcast\/","title":{"rendered":"Spotify: \u00bfPor qu\u00e9  apost\u00f3 por el podcast?"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;\"><p>Spotify cuenta, hasta abril de este a\u00f1o, con 422 millones de usuarios a nivel mundial, de los cuales el 22% est\u00e1 en Latinoam\u00e9rica. \u00a0El reciente sponsor del FC Barcelona, tiene una plataforma que genera aproximadamente 10 millones de d\u00f3lares al a\u00f1o, ofreciendo un cat\u00e1logo de m\u00e1s de 70 millones de canciones y 4 millones de podcasts (cifra que creci\u00f3 a doble d\u00edgito en el \u00faltimo a\u00f1o). Sin embargo, pese a estos n\u00fameros, su modelo de negocio ven\u00eda en ca\u00edda libre y no era tan rentable y sostenible como parec\u00eda.<\/p>\n<p>Para entender por qu\u00e9 suced\u00eda esto, es importante hacer un recorrido por la historia de Spotify. En los 90, los CDs desplazaron a los vinilos y, con ello, la pirater\u00eda comenz\u00f3 a impactar de manera m\u00e1s notable a la industria de la m\u00fasica. Napster fue el pico de la pirater\u00eda y puso de rodillas a muchas empresas discogr\u00e1ficas. Apple vio en esto una oportunidad y, en 2001, lanz\u00f3 el iPod: un dispositivo para escuchar m\u00fasica que te permit\u00eda comprar canciones de manera individual. Aunque fue un \u00e9xito en su tiempo, demostrando que las personas todav\u00edan estaban dispuesta a pagar por escuchar m\u00fasica, su accesibilidad segu\u00eda siendo muy limitada.<\/p>\n<p>Esto fue clave para que Daniel Ek decidiera lanzar Spotify, en 2006, que busc\u00f3 hacer frente a Apple a trav\u00e9s de un servicio universal de libre acceso para cualquier dispositivo. Sin embargo, tuvo un camino duro por recorrer ya que ten\u00eda que convencer a las disqueras m\u00e1s importantes del mundo (Sony, Universal o Warner Music) de que la m\u00fasica en streaming era el futuro.<\/p>\n<p>Para convencer a las disqueras, Ek lanz\u00f3 un prototipo que permit\u00eda escuchar m\u00fasica en la nube sin tener que descargar la canci\u00f3n y lo propuso a los bloggers musicales m\u00e1s influyentes de su pa\u00eds (Suecia). Esto termin\u00f3 por convencer a las grandes disqueras para tener disponible su cat\u00e1logo en Europa a cambio de una parte de la empresa.<\/p>\n<p>\u00bfQu\u00e9 hizo Spotify para atraer a sus primeros oyentes? A trav\u00e9s de un modelo \u201cfree-mium\u201d, que permit\u00eda a los usuarios escuchar gratis 20 horas de m\u00fasica por mes, o pagar una suscripci\u00f3n para escuchar m\u00fasica sin l\u00edmites. Esta es la f\u00f3rmula que le ha permitido crecer a Spotify hasta el d\u00eda de hoy.<\/p>\n<p>Sin embargo, aproximadamente el 70% de los ingresos que genera Spotify con las suscripciones y la publicidad se reparte entre las empresas discogr\u00e1ficas y artistas independientes. El mayor problema que arrastraba Spotify es que sus costos variables superaban a sus costos fijos: a mayor cantidad de suscriptores y mientras estos escucharan m\u00e1s una canci\u00f3n, ten\u00edan que destinar un monto mayor para pagar a artistas y representantes. Si bien, se podr\u00eda pensar que, a m\u00e1s suscriptores, m\u00e1s ganancias, en Spotify suced\u00eda lo contrario. Un modelo negocio inviable.<\/p>\n<p>En 2018, Spotify decidi\u00f3 dejar de darle tanta prioridad a la m\u00fasica y anunci\u00f3 su plan de convertirse en la plataforma de audio, apostando por lo que comenzaba a ser una tendencia en ese tiempo. \u00bfEl rival? Nuevamente, la marca de la manzana, Apple Podcast.<\/p>\n<p>Spotify decidi\u00f3 invertir m\u00e1s de 1,000 millones de d\u00f3lares para lograrlo. En 2019, compr\u00f3 los derechos del podcast de Michelle Obama; y en 2020 pag\u00f3 200 millones de d\u00f3lares por los derechos del podcast m\u00e1s escuchado del mundo, The Joe Rogan Experience. Esta apuesta tambi\u00e9n implic\u00f3 la compra de diversas compa\u00f1\u00edas del ecosistema de podcast. En 2019, adquiri\u00f3 Anchor, una plataforma que permite grabar y publicar podcast de manera f\u00e1cil y r\u00e1pida; durante la pandemia, compr\u00f3 Megaphone, una herramienta que permite a los creadores monetizar su podcast con anuncios insertados en los episodios. Tambi\u00e9n compr\u00f3 Podz, para que los usuarios puedan descubrir nuevos podcasts; y Chartable y Podsights, para ayudar a los anunciantes a medir el retorno de su inversi\u00f3n en los anuncios en podcast.<\/p>\n<p>Spotify ha logrado atraer y retener nuevos clientes: suscriptores y anunciantes. Gracias al contenido exclusivo, consigue alcanzar a nuevos oyentes que permanecen en la plataforma porque descubren nuevos podcasts que encajan con sus gustos. Mientras m\u00e1s personas escuchan Spotify, resulta m\u00e1s interesante para los anunciantes.<\/p>\n<p>En la actualidad, en EE.UU., Spotify ha destronado a Apple Podcast. Cada vez m\u00e1s usuarios premium pasan m\u00e1s tiempo escuchando podcasts, con lo que Spotify ya no tiene que repartir sus ingresos. Ha logrado sustituir su estructura de costos variables por una estructura de costos fijos, siguiendo el ejemplo de Netflix.<\/p>\n<p>Spotify tuvo la capacidad de analizar su modelo de negocio, identificar que no ser\u00eda uno escalable y sus opciones para volverlo m\u00e1s rentable y sostenible en el tiempo. Del mismo modo, en lugar del crecimiento org\u00e1nico, opt\u00f3 por despegar a partir de la compra de compa\u00f1\u00edas, acaparando todo el ecosistema podcast. De este modo, supo aprovechar una oportunidad clave de manera oportuna, fij\u00e1ndose en los podcasts, que al d\u00eda de hoy, crecen a doble d\u00edgito en el cat\u00e1logo de la marca.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4600,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-4599","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-comerciales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Spotify: \u00bfPor qu\u00e9 apost\u00f3 por el podcast? 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