Podcasts that feature white noise, known for its alleged anti-stress benefits, have gained significant popularity on online music platforms. However, Spotify, the world leader in music streaming, is reportedly considering banning or restricting the content, potentially increasing its annual profits by €35mil (RM176.65mil), according to Bloomberg.
White noise refers to sounds that incorporate all the audible frequencies to the human ear. The superposition of these sound waves helps to mask or mitigate surrounding sounds, making it a popular aid for sleep and concentration. However, its therapeutic benefits are still debated within the scientific community. Researchers from the University of Pennsylvania even claimed that white noise could disrupt the quality of long-term sleep.
Despite the controversy, white noise podcasts remain highly sought after, with one titled “Clean White Noise – Loopable with no fade” reaching over one billion listens on Spotify. Overall, white noise and ambient podcasts account for three million hours of daily listening on the platform.
This popularity has caused frustration among artists who struggle to gain listens and fair compensation on Spotify. The company has invested heavily in the podcast industry, including acquiring podcast studio Gimlet Media for US$230mil (RM1.06bil) and The Ringer for almost US$200mil (RM929.60mil). However, profitability in the podcast business is still projected to be achieved within one to two years.
In contrast, creators of white noise podcasts have been earning substantial amounts, up to US$18,000 (RM83,664) per month from advertisements in their programs. Surprisingly, Spotify and its competitors have not entered this segment of the podcast market, and Spotify has declared its intention to continue hosting white noise content, although internal discussions about banning them have taken place.
Overall, the potential ban on white noise podcasts would be good news for independent creators in this genre and their millions of listeners.
Source: Bloomberg
Credit: The Star : News Feed
