Spotify fuels podcast fever
Spotify is not just music anymore. The company has been betting big on him for several years podcast, an industry that grows more and more and that only in the United States has 104 million monthly listeners, according to the last report of Edison Infinite Dial. This year will not be the exception. Spotify has revealed an ambitious plan to boost and revolutionize podcasts on your platform with improvements in audio quality, audiovisual implementations through strategic alliances, new programs with characters of the stature of Bruce Springsteen and Barack Obama, Joe Rogan and Kim Kardashian and a mega expansion to African, Asian and Latin American markets.
The company revealed during your exhibition event Stream On that things are serious. Spotify will work with WordPress – a popular content management and page creation system – to translate the written content of the blogs that want it directly into podcasts through its authoring platform, Anchor. This will allow users to convert their written web posts into audio content and market them as podcasts within Spotify. Additionally, in the coming months, Anchor will allow creators to add videos to their audios, a feature currently only available to music artists, and will also launch interactivity tools between creators and their audiences, such as polls and Q&A features for that users can interact and provide feedback to podcast broadcasters.
One of the biggest news is the expansion to other continents and countries. “We are embarking on a radical expansion that will introduce the world’s most popular audio streaming subscription service available to more than 1 billion people in more than 80 new markets around the world, with 36 languages added to our platform.” has explained the company it’s a statement about him Stream On. Among the new markets there are African, Asian, Latin American and Caribbean countries, such as: Angola, Belize, Cameroon, Haiti, Jamaica, Kenya, Mongolia, Nepal, Pakistan, Senegal, Trinidad and Tobago, among others. “By reaching more countries in Asia, Africa, the Caribbean, Europe and Latin America, we are giving millions of new creators the opportunity to create, discover and build a career in audio creation, and we are providing the opportunity to billions of new fans to hear it ”.
Is the podcast a trend with an expiration date? Not necessarily. It’s no secret that Spotify is looking to make podcasts the most important focus of its application in the future. And is not for less. The company has tripled the number of podcasts on its platform and its offer has increased from 700 thousand podcasts in 2019 to 2.2 million today. A poll published earlier this month by the data and statistics site Statista reveals that Spotify was the number one provider of podcasts during 2020, with a 31% market share, ahead of Apple Podcasts (22%), Pandora (13%) and iHeartRadio (11%), its main competitors. Additionally, podcast hours have doubled since 2019, according to informs the medium Axios.
Thus, the podcast phenomenon has reached all parts of the globe. In the United States, podcasts have grown steadily in recent years. 55% of Americans listened to at least one in 2020, up from 51% in 2019, and the trend is projected to skyrocket in the coming years. The Reuters Institute Digital News Report de 2019 revealed that South Korea, Spain, Ireland and Sweden top the list of countries with the highest number of podcast users, followed by the United States, Italy, Canada and Australia.
In Europe it is expected that the value of advertising investments in podcast format reach 207 million euros in 2023. This would be a huge increase compared to the ad spend in 2019, which amounts to 38.6 million euros. With data and technology on its side, Spotify seems like a safe bet for an industry that already dominates and leads. For now.