Spotify plans to rename Anchor to Spotify Creator Studio

According to a survey sent to the creators of the Spotify for Podcasters program, the streaming giant may be removing the Anchor brand. Anchor, which Spotify acquired for $340 million in a deal that included studio Gimlet, is a free podcast hosting service. In 2020, Anchor said its service was used to create 1 million new podcasts, accounting for 80% of new shows uploaded to Spotify that year.

But now that Anchor has been part of Spotify for nearly three years, the company seems to be considering a name change. In the survey, sent to some podcasters who claimed their show on Spotify for Podcasters, Spotify’s User Research team shared information about the possible rebranding, which is still being tested with users. potentials.

“Anchor and Spotify for Podcasters are now Spotify Creator Studio, the all-in-one platform for creators of all types (and sizes) to express themselves and succeed on Spotify,” reads the sample announcement from investigation.

Picture credits: Spotify, screenshot by TechCrunch

Picture credits: Spotify, screenshot by TechCrunch

Currently, podcasters can join Spotify for Podcasters to access their show’s analytics, even if they’re hosting with another service like Libsyn, Podbean, or Buzzsprout. Those hosting through Anchor have access to features like subscription monetization and video podcasts, but only listeners using Spotify can interact with this content.

Should the proposed name change from the survey be adopted, Spotify for Podcasters would be renamed “Spotify Creator Studio – Unhosted”. Anchor would be rebranded as “Spotify Creator Studio – Hosted”. Both products would remain free.

Spotify’s survey of podcasters on this potential change indicates interest in the rebranding, but that doesn’t mean it will happen.

“At Spotify, we regularly conduct a number of surveys and tests with the aim of improving our user experience. Some of them end up paving the way for our wider user experience and others only serve to improve our user experience. to an important learning. We have no news to share on future plans at this time,” a Spotify spokesperson told TechCrunch.

Over the past few years, Spotify has made a number of podcast acquisitions like Anchor and Gimlet. These include Podz, a podcast discovery platform, and Megaphone, a podcast announcement company. For four of its recent acquisitions – Findaway, Podsights, Chartable and Sonantic – the company paid around $295 million.

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