Curious about why Spotify is more than just music? Let’s simplify it. Spotify, born in 2006, has evolved beyond tunes to include podcasts and audiobooks.
Yes, podcasts on Spotify have been a thing since 2018. They’re gaining popularity, even beyond the business crowd. With everything going digital, even radio fans hop on the podcast bandwagon.
Why did Spotify add podcasts? According to Courtney Holt, Spotify’s VP, “It’s a natural step for music lovers. Podcasts are like the perfect companion to [your] music journey.”
In this article, let’s break down who’s listening, the types of listeners, insights about companies, and more. Ready for the scoop? Dive in!
Editor’s Pick
- There are currently more than 400 million people who listen to podcasts.
- Top Spotify channels can earn $10,000 monthly.
- Spotify owns a third of the global podcast audience.
- More than half of podcast users listen for educational purposes.
- There are now 5 million podcast channels on Spotify.
- The optimal podcast length is around 20 to 40 minutes.
Is Spotify for Podcasters Good? An Overview
Spotify remains the #1 podcasting platform in many countries, with Apple Podcast as a close competitor. Whether you’re a seasoned podcaster or a beginner, Spotify for Podcasters is a top pick for sharing content.
In 2023, Spotify improved and introduced new features like:
- Effortless Episode Management
- Interactive Content: Q&A and Polls
- Detailed Analytics
- Free Hosting
- Recording and Editing Tools
- Video Uploading
- Monetization Opportunities
- Podcast Previews
- Podcast Chapters
- Spotify Labs
- Educational Content Hub
If you’re considering venturing into podcasting, Spotify is a platform that certainly warrants exploration. In the next section, let’s examine the figures to understand their current standing.
General Podcast Statistics by Demographics
Understanding the demographics of podcast listeners is crucial for tailoring content to their preferences. Let’s delve into the gender distribution, key listener locations, age trends, and uncover some secrets about optimal release times.
1. Podcast listenership is expected to surge from 400 million to 900 million by the year 2024. (Statista)
There are 464.7 million podcast listeners worldwide as of December 2023. Per estimates, this number will reach 504.9 million in 2024. Specifically, the US houses the most podcast listeners, reaching over 100 million.
On top of that, there are more than 4 million podcasts worldwide, totaling more than 70 million episodes. As of writing, the podcast industry is valued at $23.56 billion.
2. Men listen to podcasts more than women. (Infinite Dial)
While both males and females are increasingly engaging with podcasts, there appears to be a greater interest among males. In 2022, 41% of men and 36% of women in the United States listened to a podcast within a month.
Fast forward to 2023, and those figures have risen to 46% for men and 39% for women. Nevertheless, these statistics indicate a notable growth in monthly podcast listenership for both genders in just one year.
3. North Americans and Northern Europeans are the biggest podcast fans. (Buzzsprout)
The majority of podcast listeners, comprising 49.6%, are based in the United States. Following closely are the United Kingdom and Canada, accounting for 6.0% and 4.5%, respectively.
Other significant contributors within the top 10 include Australia, Taiwan, Germany, the Netherlands, Vietnam, Mexico, and Spain. These statistics underscore the prominent role of the United States in the podcasting landscape.
English-speaking nations such as the UK, Canada, Australia, and even the Netherlands also play pivotal roles.
Notably, Taiwan secures a spot in the top five, despite not being an English-speaking country. This phenomenon is attributed to their technologically adept population.
Overall, these figures highlight the widespread popularity of podcasts, transcending language barriers and appealing to audiences worldwide.
4. More than 80% of listeners spend at least seven hours per week listening to podcasts. (Discover Pods)
Latest reports reveal that 82.4% of podcast listeners spend seven hours or more each week tuning in—equivalent to an hour daily.
Even though shorter videos are trending, people are willing to give extended attention to longer podcasts. The pivotal factor lies in creating podcasts that engage and keep listeners hooked till the end.
5. Podcast listeners are mostly Millennials and Gen Z. (Edison Research)
Podcast listeners encompass a diverse range of backgrounds, with a significant portion (47%) falling within the 12 to 34 age bracket. Following that, 33% are in the 35 to 54 age range, and only 20% are aged 55 and above.
Clearly, podcasts hold strong appeal for younger audiences, with interest gradually tapering off in older age groups. This trend can be attributed to the lesser familiarity of podcasts among older generations, in contrast to the tech-savvy Millennials and Gen Z.
Spotify Podcast Statistics: Listeners
Presented here is a snapshot of the most recent Spotify podcast statistics. This section underscores the escalating popularity of this medium and the promising opportunities it presents for both businesses and individuals.
6. Spotify hosts over 5 million podcasts across 180 countries. (Spotify)
With this extensive variety, listeners can pick from the most educational to the most entertaining content.
Additionally, it proudly holds the title of the most-used audio podcast platform in numerous regions and maintains its position as the top podcast publisher in the US.
7. Spotify has around 574 million monthly active users. (Spotify Shareholder Deck)
In Q3 of 2023, Spotify boasted 574 million monthly active users. Note that Spotify’s monthly active users are defined as unique listeners who engage with the platform by streaming music at least once within a 28-day window.
8. Podcast listener numbers surge by 5% in 2023, Spotify expected to reach 601 million monthly users. (Infinite Dial)
According to the Infinite Dial, podcast listenership experienced a 5% growth in 2023. Spotify, initially boasting 574 million monthly users, is projected to expand to 601 million by the end of the same year.
Notably, 42% of Americans aged 12 and older tuned in to a podcast within the past month, while almost 80% in the same age group are aware of podcasts.
9. Spotify’s podcasts are available in over 180 countries and regions worldwide. (Spotify)
Spotify is available in over 180 countries and regions worldwide. The platform has recently extended its podcast subscription feature to 33 new markets. It includes countries in Africa, Asia, Europe, and North America.
Notable countries where Spotify podcasts are available include the United States, Australia, and New Zealand. Belgium, Italy, Spain, and the UK are also popular territories.
10. Music listeners often eventually adopt podcasts. (Spotify Research)
There’s a crossover between music and podcast enthusiasts. Individuals who have tuned in to at least three podcast episodes, spending a minimum of one hour, are categorized as podcast adopters.
Aside from that, Parks Associates says that 80–85 million Americans listen to podcasts for at least one hour per week. This suggests a significant adoption of podcasts among music listeners.
Spotify Podcast Statistics: Podcasters
The podcast industry has seen significant growth in recent years. Specifically, top podcast channels like The Joe Rogan Experience attract millions of listeners per episode.
In this part, let’s check out Spotify podcast statistics for popular genres, earnings potential, and market valuation.
11. The Joe Rogan Experience is the top podcast channel on Spotify. (Spotify Podcast Charts)
While there are millions of podcasts, the top podcast channel in the world is currently “The Joe Rogan Experience.” This channel also leads in the US, Australia, Canada, and the UK.
The podcast is exclusive to Spotify and has about 11 million listeners per episode. It covers various topics, including comedy, science, politics, and culture, and features guest interviews.
Other popular podcasts include “Crime Junkie,” “The Daily,” “This American Life,” and “Call Her Daddy.”
12. Top podcasters can make $10,000 a month. (LinkedIn)
On Spotify, podcasters don’t get paid directly by the platform. Instead, they make money by getting advertisers and sponsors.
How much they earn depends on how many people regularly listen to their podcast and their deals with advertisers. Some top podcasters can make $10,000 each month.
13. Comedy is the most popular genre, with 66% of podcast listeners. (Spotify Fan Study)
The most popular podcast genres on Spotify include comedy, true crime, education, music, and news and politics. Comedy is the most popular worldwide but varies in different regions.
True crime is a runner-up, becoming the most sought-after genre in some regions. Meanwhile, music podcasts are still popular on Spotify, giving fans a deep dive into their favorite artists.
14. The podcasting industry can surpass almost $34 billion by 2032. (Globe Newswire)
Growing by 27.8% each year, the podcast industry will earn $33.9 billion in 2032. Meanwhile, Statista projects the worldwide music, radio, and podcast market to reach a revenue of $115.30 billion by 2024.
This shows how the podcasting industry will become necessary as businesses seek to attract more audiences. Aside from social media, podcasts create exceptional engagement and lasting customer relationships.
15. Spotify dominates the podcast industry. (Insider Intelligence)
Spotify boasts a market share of over 36% among podcast listeners globally. In the United States, 27.3% of podcast listeners listened on Spotify in 2023.
This number is expected to increase to 28.9% in 2024. On the other hand, Apple Podcasts accounted for 21.9% of podcast listeners in 2023, which will drop to 21.1% in 2024.
16. The average podcast length is between 20 to 40 minutes. (Riverside)
The average duration of podcasts varies among studies and genres. Typically, episodes span from 30 to 42 minutes, with a majority (55%) extending beyond the 30-minute mark.
However, determining the ideal length hinges on the target audience and content of the podcast.
For instance, daily news micro bulletins tend to be around three minutes in length, offering a quick update. On the other hand, in-depth discussions often run for approximately 20 to 25 minutes.
Dan Misener analyzed 10 million podcast episodes and discovered that the mean average episode length was 41 minutes and 34 seconds. However, it’s worth noting that this data is from five years ago. The most notable finding from this study? Podcast episodes are getting shorter.
Spotify Podcast Statistics: Company Updates
As the golden age of podcasts unfolds, Spotify emerges as an excellent space for brands to grow. This can be through host reads, co-branded media, or innovative original branded podcasts.
17. Spotify bought the most popular US podcast for $200 million. (NY Times)
In a big move to rule the podcasting world, Spotify made a game-changing deal in May 2020. They got the super popular “The Joe Rogan Experience” exclusively on their platform.
Initially said to be over $100 million, recent news says the deal was actually a whopping $200 million. However, this huge deal brought a lot of controversy to the company.
The podcast channel has been receiving backlash for spreading misinformation, transphobia, and insensitive jokes. As a result, the public also held Spotify accountable for tolerating these cases on its platform.
18. More than half of listeners intend to educate themselves. (Spotify)
Spotify’s research reveals that 60% of listeners turn to podcasts for education, dedicating their full attention to the content. What sets podcasts apart is their ‘lean-in’ nature, where listeners actively choose to absorb information.
This makes Spotify an ideal medium for advertisers to connect authentically with their target audience. Regarding podcast ads, 81% of listeners actually take action, showing how engaged people are.
19. Spotify acquired two popular podcasting companies for $404 million. (Music Business Worldwide)
In 2019, Spotify significantly expanded its podcasting influence by acquiring two prominent podcast production companies: Gimlet Media and Parcast.
Established in 2014, Gimlet Media is renowned for creating popular podcasts like Startup, Crimetown, and The Pitch. Parcast, on the other hand, entered Spotify’s podcasting portfolio through a $55 million deal in April 2022.
As a testament to its commitment to podcasting, Spotify shared that over 30,000 new podcasts were introduced through its Spotify for Podcasters platform.
Final Thoughts
Recent Spotify podcast statistics indicate a rising interest in podcasts for both entertainment and information. With podcasts becoming more accessible on different platforms, the industry is set to keep growing.
If you’re a business looking to tap into the potential of podcasts and connect with a broader audience, now is the perfect time to explore the dynamic podcasting landscape.