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Podcast listening on Spotify grew by 175% in 2018


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Spotify’s push around podcasts at the CES technology show last week included the release of some new figures about how people are listening to this content on its service.

“On Spotify, we saw listening increase by 175% over the last year,” explained the company in a post on its Spotify for Brands blog. And yes, this percentage-rise stat doesn’t tell us much: podcast listening’s growth will have come from a low base at the start of 2018. The figure relates to monthly active listeners, rather than listening-time.

There’s some more data on the behaviour of these podcast listeners though. “Our data shows that 81% of Spotify users tend to listen to podcasts on a weekday during the day; 35% during their commute; and 77% on a mobile device,” explained Spotify.

And the company is, naturally, keen to persuade advertisers that podcasts are super for their customer-engagement plans. “Our research shows that a staggering 81% of listeners have taken action after hearing audio ads during a podcast. These actions include researching a product online, connecting with the brand on social media, and talking about the brand with others… Spotify is exploring how to give brands the ability to target on-platform promotional ads to recent podcast listeners.”

Stuart Dredge

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