Research reports on podcast listening have been coming thick and fast in the past year. The latest is from US radio firm Westwood One and research company Audience Insights, and it focuses on podcast listening in the US, based on a survey of just over 1,400 listeners.
One of the key findings concerns Spotify’s success in appealing to the newest podcast listeners – ‘newcomers’ who started listening in the last six months. 35% of them are using Spotify for podcasts, behind only Apple Podcasts (40%) and Google Podcasts (39%).
The report compares this to ‘podcast pioneers’ who’ve been listening for more than four years: 44% of them use Apple Podcasts, 28% Google Podcasts and 24% Spotify. And as keen (or even just not-that-keen) mathematicians will have spotted, the figures suggest that people are using more than one platform to listen: the average monthly podcast listener uses 2.7 podcast platforms, while the average newcomer uses 3.5.
Also interesting: while podcasts compete with radio, the latter is emerging as an important way for people to discover the former. “Q1 2019 saw an explosion in podcasts promoted on AM/FM radio with 106 unique podcasts advertised,” claims the report, noting that the total was just 11 in the previous quarter.