Growth stats as percentages without the actual before-and-after numbers can be misleading: if the original base is very small, the significance diminishes. So, Deezer’s claim yesterday that its monthly podcast streams are up 146% globally since 2017 is hard to gauge, given that it didn’t say how many streams that amounted to in 2017 or now. To be a little less sceptical, though, Deezer originally launched podcasts on its service in May 2015, so it’s been offering this content for longer than a year – the 146% growth does reflect a proper trend on the platform. How much that reflects increased demand for spoken-word content from Deezer listeners versus more-prominent promotion of podcasts on the service is open to question.
Still, like its rivals, Deezer is putting more emphasis on podcasts. “It’s fantastic to see podcasts continuing to go from strength to strength this year, with the ongoing creation of captivating and original content,” said its VP of content and formats Chris Baughen. “It’s incredibly important to cater to listener’s demands and we are ensuring each country has podcast content specific to their own tastes and languages, such as our Deezer Originals.” Deezer is also celebrating International Podcast Day – DON’T WORRY PEOPLE it’s on 30 September, there is still time to buy cards, wrap presents etc – with plans to splash podcasts all over its homepage that day, and hopefully spike more listening.