A commuter listens to Beats brand headphones while riding the subway in New York, May 29, 2014. Apple Inc will buy Beats for about $3 billion and bring recording mogul Jimmy Iovine into its ranks, hoping to win points with the music industry and help it catch up in fast-growing music streaming. As expected, Beats co-founders Iovine and rapper Dr. Dre will join Apple as part of the acquisition of the music streaming and audio equipment company. They should prove key in forging relationships with an industry that historically viewed Apple with suspicion but in recent years has pressed the iPhone maker to do more on subscription services, a market expected to eclipse song downloads in the long run.  REUTERS/Lucas Jackson (UNITED STATES - Tags: BUSINESS TRANSPORT) - RTR3RDV9

Spotify is angling for its share of podcast listeners

15%

The share of listeners of podcasts in the US doubled from 7% in 2013 to 15% in 2017.

Published   |  Photo by Reuters/Lucas Jackson
A commuter listens to Beats brand headphones while riding the subway in New York, May 29, 2014. Apple Inc will buy Beats for about $3 billion and bring recording mogul Jimmy Iovine into its ranks, hoping to win points with the music industry and help it catch up in fast-growing music streaming. As expected, Beats co-founders Iovine and rapper Dr. Dre will join Apple as part of the acquisition of the music streaming and audio equipment company. They should prove key in forging relationships with an industry that historically viewed Apple with suspicion but in recent years has pressed the iPhone maker to do more on subscription services, a market expected to eclipse song downloads in the long run.  REUTERS/Lucas Jackson (UNITED STATES - Tags: BUSINESS TRANSPORT) - RTR3RDV9
15%

For now, most of those listeners are turning to Apple to download their shows. But Spotify is working to attract more ears to its podcast service.

A commuter listens to Beats brand headphones while riding the subway in New York, May 29, 2014. Apple Inc will buy Beats for about $3 billion and bring recording mogul Jimmy Iovine into its ranks, hoping to win points with the music industry and help it catch up in fast-growing music streaming. As expected, Beats co-founders Iovine and rapper Dr. Dre will join Apple as part of the acquisition of the music streaming and audio equipment company. They should prove key in forging relationships with an industry that historically viewed Apple with suspicion but in recent years has pressed the iPhone maker to do more on subscription services, a market expected to eclipse song downloads in the long run.  REUTERS/Lucas Jackson (UNITED STATES - Tags: BUSINESS TRANSPORT) - RTR3RDV9
15%

After launching three original podcasts in February, Spotify is funding more shows later this year.

A commuter listens to Beats brand headphones while riding the subway in New York, May 29, 2014. Apple Inc will buy Beats for about $3 billion and bring recording mogul Jimmy Iovine into its ranks, hoping to win points with the music industry and help it catch up in fast-growing music streaming. As expected, Beats co-founders Iovine and rapper Dr. Dre will join Apple as part of the acquisition of the music streaming and audio equipment company. They should prove key in forging relationships with an industry that historically viewed Apple with suspicion but in recent years has pressed the iPhone maker to do more on subscription services, a market expected to eclipse song downloads in the long run.  REUTERS/Lucas Jackson (UNITED STATES - Tags: BUSINESS TRANSPORT) - RTR3RDV9
15%

The company is also boosting promotion of three podcasts (like Reply All). And those shows are going to promote Spotify’s podcast service in return.

A commuter listens to Beats brand headphones while riding the subway in New York, May 29, 2014. Apple Inc will buy Beats for about $3 billion and bring recording mogul Jimmy Iovine into its ranks, hoping to win points with the music industry and help it catch up in fast-growing music streaming. As expected, Beats co-founders Iovine and rapper Dr. Dre will join Apple as part of the acquisition of the music streaming and audio equipment company. They should prove key in forging relationships with an industry that historically viewed Apple with suspicion but in recent years has pressed the iPhone maker to do more on subscription services, a market expected to eclipse song downloads in the long run.  REUTERS/Lucas Jackson (UNITED STATES - Tags: BUSINESS TRANSPORT) - RTR3RDV9
15%

These investments are part of a wider strategy. Spotify’s goal is to increase the time people use its service (and the money it makes with ads).

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