Interestingly, a majority of companies that push white noise through the Spotify-owned podcast platform Anchor are anonymous. What’s even more surprising is that these podcast owners reportedly make money from pre-roll ads and don’t favor mid-track ads despite that super long runtime because they don’t want to disrupt the listener’s zen. A healthy bunch of these white noise podcasts offer subscriptions to avoid the ads entirely, and also make money from tips, which could be as little as $2 dollars and can go all the way up to $100.
Notably, Spotify’s own algorithms appear to be erroneously boosting their visibility and are fermenting a financial pickle for the company. “White noise and ambient podcasts accounted for 3 million daily consumption hours on the platform, inadvertently boosted by Spotify’s own algorithmic push,” claims another Bloomberg report citing internal documents. At one point, Spotify thought of removing these vocal-devoid episodes from the algorithmic push given to “talk” content, a step that would have saved up to $35 million per year. However, those plans reportedly didn’t materialize.
Major labels such as Universal Music Group and Warner Music are apparently not happy with noise creators being paid out from the same revenue pool as music artists. White noise, which can be anything from TV static-like tunes to air purifier and fan sounds, is also big on YouTube, and garners listeners in the same fashion as those never-pausing Lo-Fi chill tunes.
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