Deezer to introduce podcasts in Australia

Paris-based music streaming company Deezer has announced that Australians will soon be able to listen to 20,000 podcasts and radio shows on its service. This is in addition to its 35 million music tracks.

Last night it launched the new offering in France, the UK and Sweden, its three strongest markets. The news, entertainment and sport content is through the podcast and internet radio app Stitcher which it acquired last October. Partners in last night’s expansion include the Financial Times, Slate magazine, Radio Monocle 24 and Sveriges Radio.

Australia and the United States will come online at a later undisclosed date, this year, CEO Hans-Holger Albrecht said.

When Deezer bought the San Francisco-based Stitcher, it was more than to get its catalogue of 35,000 radio shows and podcasts, and its modest 1 million users (85% of them in the United States). It was also more than just to get a point of difference with its biggest rival Spotify, which is now also considering podcasts.

Stitcher’s catalogue included eight of the Top 10 American radio shows. Its content comes from 12,000 providers, including NPR, BBC, Fox News, Wall Street Journal, This American Life, Marc Maron and CBS Radio News.

Buying Stitcher also allowed Deezer to get further into the in-car audio market. Stitcher was integrated already into about 50 car models including BMW, Ford, General Motors, Jaguar and Mazda. Deezer’s move into this increasingly important market came at a time when car manfacturers and drivers were looking for an all-in-one solution, more content and a wider global reach.

Last September, according to Edison Research, 39 million Americans listened to a podcast. The move into this sector means Deezer can expand into the talk-radio audience, in addition to the 16 million who use its music streaming globally and the 6 million who pay for its premium service. The addition of talk and live sports broadcasts, for instance, could also extend the stay of music users on the platform.

Deezer, which began in France in 2007, arrived in Australia in December 2012 – two years before its US debut. However in February last year it closed its local office, it has all operational and business matters handled from offices in Singapore and Paris.

In March this year, Deezer rolled out its high-definition audio service Deezer Elite in Australia for $23.99 a month – putting it in direct competition with the Jay Z-fronted Tidal.