Monday, March 1, 2021
Spotify podcast listener numbers will surpass Apple’s this year
It appears that Spotify’s podcast investments
Despite its growth, Apple Podcasts has been losing its podcast listener share since we started tracking it in 2018. At that time, it represented 34.0% of podcast listeners, which will fall to 23.8% in 2021.
“By putting podcasts and music in one place, Spotify quickly became the convenient one-stop-shop for everything digital audio,” said eMarketer forecasting analyst at Insider Intelligence Peter Vahle. “
Overall, there will be 117.8 million overall monthly podcast listeners in 2021, a 10.1% year-over-year (YoY) increase. This year, podcast listeners will represent 53.9% of monthly digital audio listeners, surpassing 50% for the first time. We anticipate that more audio listeners will start listening to podcasts monthly, leading to a 60.9% share by 2024.
This year, $1.28 billion will be spent on podcast advertising, surpassing $1 billion for the first time, representing a 41.0% YoY increase. Podcast advertising is continuing to gain share of total digital audio ad spending, representing 24.0% in 2021.
Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms, and public companies, plus interviews with top executives at publishers, ad buyers, and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends, and economic changes.
About Insider Intelligence
Formed in 2020 from the combination of eMarketer and Business Insider Intelligence (BII), Insider Intelligence aims to be the world’s leading research service focused on digital transformation. Insider Intelligence enables thousands of global industry leaders to understand the critical trends and developments affecting their business in the short and long term. Each year, Insider Intelligence produces nearly 300 reports, 7,000 charts, 1,500 newsletters, and 200 forecasts across the Advertising & Marketing, Consumer Demographics, Social Media, Video, Mobile, Ecommerce & Retail, Telecoms & Technology, Financial Services, and Digital Health industries. Insider Intelligence is owned by European media giant Axel Springer S.E.