Will podcast go the way of streaming TV? Will Spotify emerge as the Netflix of audio and will other studios become walled-gardens of content?

Why would Spotify recommend a podcast unless they were paid to do so?

I'm talking about exclusive content, aka Spotify-owned or exclusively licensed podcast, which Gimlet now could potentially fall under, as "Spotify-owned" content. Of course companies want to recommend/promote their own content over others. The same reason why Tidal promotes/recommends its exclusive music.

No content creator limits their distribution to one company unless there are perks or huge money being paid to the creator in return. Imagine Dan Carlin being offered a crap ton of money and promotion by Spotify to produce exclusive content. It would probably be tempting for him or most other creators.

Same reason why creators of House of Cards decided to distribute it exclusive to Netflix. They had their financial backing and a built-in audience of millions of subscribers. House of Cards is "recommended" to Netflix subscribers who have watched a political drama.

/r/podcasts Thread Parent