Spotify’s broadcast-to-podcast (B2P) feature was announced in 2023 as a way for eligible radio publishers to turn existing broadcasts into podcast episodes through Megaphone. Spotify described an automated workflow that creates episodes after a one-time setup and identifies ad-marker locations for publishers to remove or replace. The announcement establishes the feature’s launch-era scope and capabilities; it does not confirm current availability or terms.
What is Spotify broadcast-to-podcast?
Broadcast-to-podcast, or B2P, is an enterprise publishing workflow Spotify announced on April 13, 2023. It was designed to convert already-aired radio content into on-demand podcast episodes using Megaphone, Spotify’s platform for enterprise publishers and professional podcasters. Spotify said the technology was based on Whooshkaa, an Australian podcast technology platform it acquired at the end of 2021.
At launch, Spotify said any publisher with a Megaphone account could use B2P. FOX News Audio was named as an early user. These are facts about the April 2023 announcement, not confirmation that the same eligibility or service terms apply today. Spotify’s launch announcement is the source for the product details below.
How does Spotify turn radio broadcasts into podcasts?
Spotify said publishers complete a one-time setup in Megaphone, after which the system automatically creates podcast episodes from previously broadcast content. The tool also identifies the locations of ad markers in the converted episode. Publishers can then remove or replace those locations, including by dynamically inserting new ads or other content. Spotify also said publishers could use the Spotify Audience Network to monetize unsold advertising inventory.
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In Spotify’s description, this replaces a repeated manual process: downloading an episode from a radio platform, removing ad spots, placing podcast ad markers, and uploading the result to a podcast platform. Spotify estimated that manual conversion took publishing teams about 30 to 60 minutes per episode in 2023. That is the company’s published estimate, not an independently measured benchmark or a guaranteed time saving for every station.
What changes compared with manual publishing?
| Workflow area | Manual conversion described by Spotify | B2P as described at launch |
|---|---|---|
| Setup | Repeat the publishing tasks for each episode. | One-time setup in Megaphone, followed by automatic episode creation. |
| Episode handling | Download the broadcast, prepare it, then upload it to a podcast platform. | Automatically create a podcast episode from previously broadcast content. |
| Ad markers | Remove broadcast ad spots and place podcast ad markers manually. | Identify ad-marker locations so publishers can remove or replace them. |
| Monetization | The announcement does not specify a monetization option for the manual workflow. | Spotify said publishers could dynamically insert ads or other content and use the Spotify Audience Network for unsold inventory. |
The comparison describes the workflows Spotify presented; the announcement does not report independent testing of speed, publishing volume, listener growth, or revenue. Automating repeated steps may be useful to a publisher handling many broadcasts, but the source does not quantify how much staff time B2P saved in practice.
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Spotify framed B2P as a way for broadcasters to publish more of their existing content on demand, make it discoverable as podcasts, and create additional monetization opportunities. Emma Vaughn, Spotify’s Global Head of Advertising Business Development & Partnerships, said: “After a simple, one-time setup process in Megaphone, broadcast-to-podcast will automatically create new podcast episodes from previously broadcasted content, making it easier than ever for broadcast publishers to reach new audiences with their content.”
The announcement supplied market figures as context, not as proof of B2P’s results: Spotify cited Edison Research for a reported 50% increase in time spent listening to broadcast radio online in the U.S. from 2019 to 2022. It also cited Inside Radio’s forecast that podcast advertising spending would reach nearly $2.2 billion in 2023. The latter was a forecast published before or during 2023, not a final spending figure. Neither figure establishes that B2P itself grows audiences or revenue.
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Can radio stations turn broadcasts into podcasts automatically?
Spotify said they could through B2P at the 2023 launch, provided the publisher had a Megaphone account. The described workflow automates episode creation after setup, but publishers still had control over identified ad-marker locations, including whether to remove or replace them. The announcement names FOX News Audio as an early user but provides no independently verified case-study results or revenue figures.
Current access, pricing, contract terms, eligibility, and Spotify Audience Network conditions are not established by the launch announcement. A radio publisher evaluating the service should confirm those details directly with Spotify before making a purchasing or workflow decision.
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