Two unlikely podcasting networks – NPR and Spotify – are teaming up. The companies today announced a new distribution agreement that will introduce select NPR programs such as Planet Money, TED Radio hour, and Invisibilia to the global audience of Spotify. NPR first brought its shows to Spotify in 2018, but only to the US audience due to different regulations and country-specific licensing structures. Now it is able to distribute those shows worldwide, although the details of the new arrangement remain unclear. The companies will not share revenue or jointly sell advertisements from this broader distribution deal, but they have both committed to respective marketing efforts.
The new agreement speaks to Spotify’s reach around the world and its simultaneous role as both a formidable competitor to networks like NPR and an essential ally. Spotify has struck exclusive podcasting deals with big names and has effectively transitioned to push the podcasting industry towards a more walled garden approach. This puts some of its competitors in an awkward position, particularly if they wanted to contract some of this talent or find Spotify promoting its in-network shows over theirs. In this case, NPR knows that Spotify is available on both iOS and Android and is available in many countries around the world, making it a crucial partner for releasing programming anywhere. They play nice for now.