Amazon is investing heavily in a new live audio feature that's similar to other live audio offerings like Clubhouse, Twitter Spaces and Spotify's new live audio platform, sources tell Axios.
Why it matters: As with Amazon's efforts in podcasting and music subscriptions, the company sees live audio as a way to bolster the types of content it can offer through its voice assistant, Alexa, and its smart speaker products.
Details: The effort, which is being led by Amazon's Music division, includes paying podcast networks, musicians and celebrities to use the feature for live conversations, shows and events.
- The idea is that users could access live concerts or performances through their Amazon Music accounts. The company is in touch with major record labels about live audio events with artists.
- The feature is being built to focus on live music, but the tech giant is also eyeing talk radio programs and podcasts as an extension to that effort, according to a source familiar with the plans.
- Axios has previously reported that Amazon is looking to invest in localized podcast content, like news and sports. The company bought podcast subscription company Wondery for a reported value of $300 million last year.
- Amazon also plans to integrate live audio into its live video service Twitch, according to two sources.