Streaming giant Spotify has been exploring ways to optimize their platform and increase revenue. One idea they’ve looked at is limiting the reach of white noise podcasts, according to a recent Bloomberg report.
These podcasts featuring ambient noises like rain or ocean waves have amassed a sizable audience on Spotify. However, they don’t contain traditional spoken content. Spotify’s algorithms inadvertently promoted these non-verbal podcasts, taking listeners away from talk-based shows.
The report cited an internal Spotify document stating white noise podcasts account for 3 million hours of daily playback. While providing a calming listening experience, they absorb platform resources without creating typical podcast content.
Notably, Spotify’s own analytics estimated white noise podcasts could earn up to $18,000 per month from ads. With their significant following gained partly through algorithm recommendations, Spotify weighed redirecting users to other types of shows.
Restricting white noise podcasts from top talk charts and syndication was estimated to boost Spotify’s annual profits by as much as $38 million. However, a company spokesperson said the proposal did not move forward. They maintain white noise programming on the platform for now.
This comes as Spotify cracks down on fake artists created solely to generate streaming revenue, sparking debates around fair compensation for real creators. On average, 120,000 meaningless audio files are uploaded daily to music platforms, most simply being white noise.
While providing peaceful listening, ambient noise media has emerged as an accidental cash cow for some. Spotify considers whether optimizing for engaging spoken content could better serve listeners and creators.
