Room for more: The latest escalation in the live audio arms race comes from Spotify, which has launched Greenroom, its rival to Clubhouse. Spotify appears to view the format as a way to complement, rather than compete with podcasts, describing it as an addition to their "ecosystem". Originally called Locker Room before its acquisition, the app has been expanded to include music, culture and entertainment topics on top of its original sport remit. Spotify says it has an opportunity to "aid discovery, drive consumption and accelerate growth of the live category", making clear this is just the start of its live audio adventure.
No quarter given: Facebook has started rolling out its latest "social audio experiences", which includes hosting podcasts but focuses more on Live Audio Rooms, bringing out the big guns such as NFL quarterback Russell Wilson to promote its Clubhouse rival. Podcasters will be able to host their show on their Facebook page, which will automatically update when new episodes are released, and there will be an option to enable the creation of short (up to 1 minute), shareable clips.
Water way to go: The number of Americans paying for audio subscriptions has doubled since 2015 to 47%, according to a new report. Edison Research points out that not too long ago this number would have been zero and “just like bottled water” audio joins the list of products that were once free but people now choose to pay for. The biggest factor is the spending of money on music subscriptions that was previously spent on physical music media (such as CDs), but Edison predicts the recent headline moves into subscription podcasting will soon contribute to the breaking of the 50% barrier. The information comes from Edison Research's Share of Ear series and surveyed Americans aged 13-years-old and over subscribing to Amazon Music Unlimited, Apple Music, Audible, iHeart Plus, Pandora Premium or Plus, SiriusXM Radio, Spotify Premium and YouTube Music.
Time to choose: Listener nominations are open for the 16th annual People’s Choice Podcast Awards. There are now 20 categories and nominations will be open until July 31. Podcasters can still nominate their own show until the end of the month and voting for the winners will take place in August and September. The awards ceremony will take place on September 30, which is International Podcast Day. Nominations can be made here.