Spotify is launching an AI-driven translation feature for podcasts. This new program, named Voice Translation, will translate podcasts into different languages while keeping the original voice of the podcaster.
The tool, developed with OpenAI's tech, mimics the speaker's voice to make translations sound authentic. Initially, podcasts by Dax Shepard, Monica Padman, Lex Fridman, Bill Simmons, and Steven Bartlett will be available in Spanish, French, and German.
Spotify has future plans to translate episodes from Dax Shepard’s “eff won with DRS”, “The Rewatchables” by The Ringer, and a soon-to-launch podcast by Trevor Noah. Ziad Sultan, Spotify's VP of Personalization, mentioned that with Voice Translation, listeners globally can connect with new podcasts more genuinely.
He believes that smart AI use can foster closer ties between listeners and podcasters, aligning with Spotify's goal to amplify human creativity.
Advantages for Spotify and other podcasters
Greg Sterling, co-founder of Near Media, believes that Spotify's new translation tool could greatly expand the reach of podcasts to new listeners and countries, benefiting both podcast creators and Spotify itself.
"By broadening audience reach, both Spotify and podcasters stand to benefit," Greg Sterling commented to TechNewsWorld.
Rowan Curran from Forrester Research pointed out that translating English podcasts into Mandarin and Hindi opens doors to massive markets that would be inaccessible if podcasters didn't speak these languages.
Rowan Curran mentioned to TechNewsWorld that "this is a step towards making language AI more accessible to everyone." He observed that advanced features are increasingly becoming available to a wider audience, consistent with recent trends.
Rob Enderle of the Enderle Group highlighted that podcasters will not just gain more listeners but also potentially increase their earnings. As their podcasts reach more people, the potential for higher revenue grows.
Similarly for Spotify, Enderle remarked to TechNewsWorld, "Each performer can boost their earnings; top performers especially can bring in significant revenue for the company."
Urgency to Ensure Investments Succeed
Ashu Dubey, CEO of Gleen, a generative AI firm in Pleasanton, Calif., concurred that the translation feature might boost Spotify's profits.
Ashu Dubey shared with TechNewsWorld, "This tech can introduce a popular English-only podcast to listeners in countries like Japan or France, potentially driving more Spotify subscriptions in those regions."
Todd Cochrane, CEO of Blubrry Podcasting in Traverse City, Mich., emphasized that Spotify urgently needs to boost its subscription sales.
Todd Cochrane conveyed to TechNewsWorld that Spotify requires a larger listener base to generate revenue. He highlighted the intense pressure they face to recoup their billion-dollar investments and offset their losses.
In recent times, Spotify has struck notable deals: a $200 million exclusive agreement with podcaster Joe Rogan, $196 million for the sports and pop culture site 'The Ringer', and $56 million for 'Parcast', a production company famous for its true crime podcasts.
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