To formally define underserved podcasts, we first established a baseline by recommending podcasts to users at random and measuring how often they are streamed on average. Generally, an “underserved” podcast could be thought of as any show which has a hard time building an audience “naturally,” and would benefit the most from targeted recommendation. However, for podcasts with small audiences and low consumption, it is harder for us to learn which types of users are interested in them. In order to help users navigate this large space, we use machine learning systems to recommend podcasts to users we think may be interested in them. Podcasters often find ways of promoting their own work: Some podcasts have marketing budgets and are able to advertise in various ways, and sometimes users find podcasts through word of mouth or social media. Spotify hosts about 3.2 million podcasts on a wide variety of topics.
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