Audio media has undergone a revolution. Spotify spent a billion dollars acquiring The Ringer, Gimlet, and exclusive rights to Joe Rogan. Similarly, Audible produces "Audible Originals"—audiobooks and dramas voiced by A-list actors (like Bryan Cranston or Kate Winslet) that you literally cannot buy on iTunes or Google Play. This forces audio consumers to maintain multiple apps.
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Historically, popular media was defined by its ubiquity. In the era of broadcast television and physical media, the term "popular" implied a critical mass of simultaneous viewership. Shows like M A S H* or the Seinfeld finale were cultural touchstones because they were accessible to anyone with a television set. However, the "Streaming Wars" have redefined popularity through the lens of scarcity. In an effort to combat the commoditization of content, studios have withdrawn their licenses from third-party platforms to establish their own proprietary silos. Consequently, properties that were once part of the broad popular consciousness—such as Friends or the Marvel Cinematic Universe—became exclusive assets used to leverage subscriptions. In this new paradigm, popularity is no longer measured by how many people can access a piece of media, but by how many people are willing to pay a toll to enter the walled garden where that media resides. Audio media has undergone a revolution
Some of the most popular media platforms offering exclusive content include: This forces audio consumers to maintain multiple apps
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