But, generally, you will see us focus on efficiency…not just growth at all costs.” You go for growth first and then you seek efficiency. Some shows worked, some didn’t perform as we expected. “Some investments worked out, some haven’t. “Podcasting has been a drag on the gross margin side,” said Ek. And now we are looking at it as one P&L across the board.” “Marketing was under Alex, but not advertising, and not content.

“The primary reason we did this reorganization was to drive speed and more efficiency…Spotify is a lot more complex business, so to have Gustav and Alex help me in the day-to-day means… we can make decisions faster,” he said. “From a strategy point of view” it won’t “differ that much. Asked about the C-Suite changes, Ek claimed that the primary goal is faster decision making and a move away from growth “at all costs.” With Ostroff’s exit, strategy is now consolidated under co-presidents Alex Norstrom and Gustav Söderström. Spotify execs promised that 2022 was the year of peak losses in the business.

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