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Twitter is Working on a New Podcast Tab to Facilitate Discovery and Engagement

Twitter is Working on a New Podcast Tab to Facilitate Discovery and Engagement

Hotspex Media Team

Twitter is Working on a New Podcast Tab to Facilitate Discovery and Engagement

TLDR
  • Twitter looks set to make podcasts a much bigger focus in the app, with a new test underway that would provide a dedicated tab for podcasts, reachable via both in the side and lower function bars of the app.
Brief

Twitter is about to make a big leap into podcast discovery, which will likely enable podcasters to create direct links to their podcasts in the app, similar to how they’re now able to create active links to their newsletters, enabled by Twitter’s acquisition of Revue last year. For podcasts, Twitter also acquired pod discovery app Breaker last year, which, at the time, seemed to be intended to improve the discovery of Spaces specifically, with the Breaker team noting that they would be incorporated into the Spaces development group. The addition will also likely tie into Twitter’s increasing creator push, in providing another way for creators to build audiences around their content in the app. 


LinkedIn Snaps up Oribi To Expand Marketing Attribution Capabilities and Global Footprint

TLDR
  • LinkedIn recently announced that it is acquiring Oribi, an Israel-based marketing analytics company.
  • The acquisition will help LinkedIn improve its marketing attribution capabilities, expand its global footprint, and compete with an aspect of Google’s digital advertising machine
Brief

The acquisition is expected to improve LinkedIn’s marketing attribution capabilities, allowing its customers, from recruiters to marketers, to get better and actionable insights into their campaigns. By buying the company, LinkedIn (and its parent company, Microsoft) will be competing directly against Google’s marketing and digital advertising machine. By integrating Oribi’s technology into its marketing solutions platform, LinkedIn can help its customers to improve campaign attribution and realize better ROI for their advertising strategies.


Streaming services are rapidly branching out and bundling up

TLDR
  • Streaming services are battling competition on multiple fronts, and ad-supported tiers with a softer entry price allow competitors to appeal to both cost-conscious consumers and advertisers
Brief

Streamers are breaking into new markets and features including live sports, ad-supported subscription tiers, and bundles that resemble cable packages. The number of major streaming competitors has exploded in recent years, and along with that increased volume has come a slowdown in subscribers and hesitancy to sign up for other services. To reach these consumers, services like Disney+, Peacock, and others have invested in ad-supported video channels (some locked behind subscriptions and others available for free), which are rising in popularity among American viewers.

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