Spotify aims to turn podcast fans into podcast creators with ‘Create podcast’ test

Spotify is testing a new ‘Create podcast’ feature that shows up atop a user’s list of their subscribed podcasts in the app interface, as first uncovered by Jane Manchung Wong (@wongmjane) (via Engadget). The button then provides a takeover promotion directing users to download Anchor, the podcast creation app that Spotify acquired in February.
This is yet another example of the investment that Spotify is making in podcasts – both their consumption and their creation. The subscription streaming company also unveiled a new analytics dashboard for podcasts earlier this year, and released it to all creators earlier in August. Because the company is also primarily a music streaming service, these insights include showing podcast creators what artists their listeners primarily gravitate towards.

Spotify is testing "Create podcast" button to funnel their app users to Anchor, a podcast creation platform that Spotify recently acquired
It's interesting there is a Brazil version of the Anchor promo page
— Jane Manchun Wong (@wongmjane) August 27, 2019
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