2024
VIDEO INSIGHTS TO ELEVATE YOUR CONTENT STRATEGY
2023
Podcasting trends to bring you closer to your fans
2022
The data to help you grow your show
VIDEO INSIGHTS TO ELEVATE YOUR CONTENT STRATEGY
Video podcasts are the highlight of this year’s Fan Study. We analyzed viewing habits, audience loyalty, and global engagement trends to help you understand the impact of video and how you can use it to enhance your show’s success.
PUBLISHED:
2024
INSIGHT 01
Among Spotify users, video podcasts are more popular than ever
40% of Spotify users who streamed a new show in 2024 chose a video podcast
insight:
Video is a growing preference among Spotify users. To date, over 170 million have tuned in to enjoy video podcasts, with the vast majority actively engaging with the content (both watching and listening). This inclination towards video content is intensifying—in the past year alone, we've seen an 88% surge in users consuming video podcasts.
Even more impressive is the behavior of new podcast audiences: 40% of Spotify users (2 in 5) who streamed a new show in 2024 chose a video podcast.
Even more impressive is the behavior of new podcast audiences: 40% of Spotify users (2 in 5) who streamed a new show in 2024 chose a video podcast.
action:
Video podcasts are becoming an essential part of Spotify's content landscape. Find out how six creators embraced this format and used it to improve their connection with fans and enhance their storytelling.
There's never been a better time to explore this medium and elevate your content. Whether you’re thinking about starting a video podcast or already have video content on another platform, Spotify is a great stage to expand your reach and engage with your audience in exciting new ways.
There's never been a better time to explore this medium and elevate your content. Whether you’re thinking about starting a video podcast or already have video content on another platform, Spotify is a great stage to expand your reach and engage with your audience in exciting new ways.
INSIGHT 02
Video audiences aren’t just watching—they’re becoming loyal fans
Video podcast audiences are 1.3x more likely to retain than audio-only audiences
insight:
Fans tend to stick around more when podcasts go visual, even if the show doesn't have a large following. Smaller shows, with 10 to 100 monthly consumption hours are seeing the benefits, with listener retention being 26% higher compared to audio-only shows. The proof is in the pudding: you don't have to be a large show to be successful with video podcasts.
action:
Leverage Spotify analytics to better understand your audience. Review your retention rates regularly to spot which episodes are hitting the mark with your fans and use those insights to inform your content strategy.
Want your audience to keep coming back from more? Involve them in your creative process! Use interactivity features like Comments and Polls to ask for your fans’ input on future topics and let them shape your video content. There’s no better way to build a loyal audience that's excited for every new episode.
Want your audience to keep coming back from more? Involve them in your creative process! Use interactivity features like Comments and Polls to ask for your fans’ input on future topics and let them shape your video content. There’s no better way to build a loyal audience that's excited for every new episode.
INSIGHT 03
Video podcasts have a global appeal
insight:
Video podcasts are a global phenomenon. The top 10 countries with the highest percentage of video consumption are spread worldwide, with representation across continents: Argentina, Brazil, Chile, Colombia, Spain, Finland, Philippines, Poland, Portugal, and the US.
While all age groups enjoy video podcasts, younger generations around the globe are embracing the format with unmatched enthusiasm. Among the 13-17 crowd, over 21% of total podcast consumption is dedicated to video shows. They’re closely followed by the 18-24 age group (14%).
Older demographics are also turning to video podcasts with gusto. Audiences between 25 and 44 all dedicate nearly 13% of their total podcast consumption hours to video shows.
While all age groups enjoy video podcasts, younger generations around the globe are embracing the format with unmatched enthusiasm. Among the 13-17 crowd, over 21% of total podcast consumption is dedicated to video shows. They’re closely followed by the 18-24 age group (14%).
Older demographics are also turning to video podcasts with gusto. Audiences between 25 and 44 all dedicate nearly 13% of their total podcast consumption hours to video shows.
action:
Your video content has the potential to reach fans worldwide. Think of ways to make it more accessible to an international audience—explore topics with universal charm that can resonate across cultures or collaborate with international guests to bring diverse perspectives to your show.
You might attract audiences from all demographics, too, so mix up your content to appeal to more age brackets. Try featuring multigenerational discussions on certain topics, or creating segments that bridge various life experiences and interests.
When it comes to engagement, data is your best friend. Take advantage of Spotify's insights to understand who's watching, and shape your marketing and promotional strategies to cater specifically to that audience.
You might attract audiences from all demographics, too, so mix up your content to appeal to more age brackets. Try featuring multigenerational discussions on certain topics, or creating segments that bridge various life experiences and interests.
When it comes to engagement, data is your best friend. Take advantage of Spotify's insights to understand who's watching, and shape your marketing and promotional strategies to cater specifically to that audience.
INSIGHT 04
Gen Z leads the pack in giving video podcasts their undivided attention
Percentage of foreground video consumption by age
insight:
Video podcasts don't require you to be glued to your screen. In fact, Spotify audiences are adapting their experience, with 67% switching between watching and listening as their day unfolds. This flexibility doesn’t mean fans are less engaged, though. They can actually stick with their favorite shows no matter where they are or what they’re doing.
Still, audiences have no problem giving video podcasts their undivided attention: More than 70% of people consuming video shows watch them in the foreground.
Age also plays a role in viewing habits. Younger audiences (13-17) are the champions of foreground watching, spending 54% of their consumption time with the video foregrounded. Curiously, they're followed by the over-55 crowd (38%) and the 45 to 55 age group (35%)—a diverse spread that proves video podcasts have cross-generational appeal, each demographic finding its own way to engage with the format.
Still, audiences have no problem giving video podcasts their undivided attention: More than 70% of people consuming video shows watch them in the foreground.
Age also plays a role in viewing habits. Younger audiences (13-17) are the champions of foreground watching, spending 54% of their consumption time with the video foregrounded. Curiously, they're followed by the over-55 crowd (38%) and the 45 to 55 age group (35%)—a diverse spread that proves video podcasts have cross-generational appeal, each demographic finding its own way to engage with the format.
action:
Make sure your podcast remains listenable for those who prefer to tune in while multitasking. However, don't shy away from calling out "watching moments"—those instances when glancing at the screen adds extra value to the experience.
As for the visual part, don't let perfectionism hold you back. Audiences value the ability to consume content flexibly, so start with what you have (even if it's just a simple camera setup) and improve your production quality over time.
As for the visual part, don't let perfectionism hold you back. Audiences value the ability to consume content flexibly, so start with what you have (even if it's just a simple camera setup) and improve your production quality over time.
METHODOLOGY & DISCLAIMERS
INSIGHT 1.1
We looked at total video podcast consumption and total foreground video podcast consumption on Spotify as of July 31, 2024. YoY refers to growth from July 31, 2023 to July 31, 2024.
INSIGHT 1.2
We looked at the share of listeners (based in the US and globally) who consumed video podcast out of listeners who consumed any podcast on Spotify in the month of July 2024.
INSIGHT 1.3
We looked at all listeners who first streamed any podcast on Spotify between January 1, 2024 and July 31, 2024. We looked at unique listeners who streamed both audio and video podcasts out of all unique listeners who streamed an audio podcast within the last 30 days of July 31, 2024.
INSIGHT 2.1
We looked at percentage of monthly podcast listeners on video podcasts (that 1. published a video episode within 30 days of July 31, 2024, and 2. has >10 hr monthly consumption) from last month who returned this month, over the retention of podcast users of audio podcasts (has >10 hr monthly consumption) as of July 31, 2024.
INSIGHT 2.2
We looked at percentage of monthly podcast users on the show from last month who returned this month between smaller podcasts (monthly consumption between 10 and 10k hrs) and larger podcasts (monthly consumption above 10K hrs). Video podcast here refers to video podcasts that have published a video episode within the 30 days of July 31, 2024.
INSIGHT 2.3
We looked at episode completion rate for video episodes longer than 1hr and from shows with more than 10hr monthly consumption as of July 31, 2024.
INSIGHT 3.1
We looked at the share of monthly video podcast consumption out of total podcast consumption between July 31, 2023 and July 31, 2024. We included the Top 10 countries based on the % by July 31, 2024.
INSIGHT 3.2
We looked at the share of monthly video podcast consumption out of total podcast consumption between July 31, 2023 and July 31, 2024 for each age group.
INSIGHT 4.1
We looked at video podcast listeners who have consumed video in the foreground and in the background within the last 30 days of July 31, 2024.
At Spotify, we recognize the importance of data in shaping the future of podcasting. Our Fan Study: Podcaster Edition dives into listener behaviors and prominent trends, offering podcast creators a deeper understanding of their audience on our platform.
Podcasting trends to bring you closer to your fans
From peak listening hours to the most prominent discovery methods, these Fan Study insights are designed to help you refine your creative process, connect with fans, and grow your show. Based on Spotify listener consumption and creator practices, we gathered data across three focus areas:
PUBLISHED:
2023
BEING SEEN
BEING seen
INSIGHT 01
From Comedy to Technology, video podcasts are captivating fans across a diverse range of categories.
Categories contributing most to video podcast viewership on Spotify
Comedy reigns supreme as the video podcast category with the highest viewership, closely followed by Leisure (Gaming & Hobbies) and Society & Culture.
insight:
Video podcasts are growing in popularity across the spectrum, but some categories have more viewership than others. When it comes to consumption of video podcasts (both watching and listening versus just listening to the audio portion of a video podcast), Comedy (27.55%) emerges as the top category. It’s followed by Leisure—which includes Gaming and Hobbies (16.21%), Society & Culture (12.01%), Business (10.31%), and Technology (7.67%).
action:
Consider experimenting with video, especially if your audio-only show falls into one of these categories. Video offers a new space for engagement with your audience and opens the door for more promotional material to be shared on social media. If you are thinking about starting a video podcast, or already have one on another platform, consider expanding your reach by publishing it to Spotify.
BEING seen
INSIGHT 02
Evenings are the preferred time for listeners to sit back, relax, and give video podcasts their undivided attention.
How video podcasts are consumed throughout the day
Fans watch video podcasts in the evening, and lean more towards listening to video podcasts in the daytime.
insight:
From 1am to 5pm, audiences are more likely to listen to the audio-only experience of video podcasts. When evening rolls around (6pm to midnight), fans tend to watch video podcasts, since they're winding down and primed for "leaned-in" viewing.
action:
Take advantage of the times when people are more likely to be engaged in active screen time to direct them toward your show. You can launch bonus episodes ahead of this time, post Q&As and polls for your audience to engage with, or even tailor your content to complement evening activities.
You can also promote your video podcast episodes on social media and other channels ahead of the evening, with CTAs that link directly to the episode.
You can also promote your video podcast episodes on social media and other channels ahead of the evening, with CTAs that link directly to the episode.
BEING HEARD
BEING HEARD
INSIGHT 01
For listeners, show discovery ebbs and flows throughout the year.
Variation in new listenership to podcasts throughout the year
Listeners discover and start new podcasts year-round, but there are defined peaks in January, March, July, and October.
insight:
In 2022, people were more likely to start listening to new shows during four distinct months (January, March, July, and October). In certain parts of the world, these spikes coincide with seasonal events—most notably, the start of the new year, the beginning of summer, and the holiday season.
action:
Invest more in your podcast marketing strategies leading up to these peaks. For example, you can increase your posting cadence on social media and plan cross-promotion opportunities with fellow creators while leaning into the seasonality with your episode content.
Additionally, be sure to customize your show page for better discoverability on Spotify. Highlight engaging episode clips with Podcast Previews, and guide listeners to your best starter content. Impression analytics show you how fans are discovering your podcast on Spotify and can inform your page optimization efforts.
Additionally, be sure to customize your show page for better discoverability on Spotify. Highlight engaging episode clips with Podcast Previews, and guide listeners to your best starter content. Impression analytics show you how fans are discovering your podcast on Spotify and can inform your page optimization efforts.
BEING heard
INSIGHT 02
Listening trends vary throughout the week.
insight:
Audiences listen to podcasts more often during the weekdays, with 78% of consumption taking place Monday to Friday, and 22% on Saturday and Sunday. Commutes are prime time for podcasts during the week, with listenership spiking at 8am and 5pm.
In a recent survey we conducted among Spotify listeners, audiences enjoyed tuning in to their favorite shows while busy with other activities, including commuting and traveling (71%), doing chores around the house (71%), relaxing (43%), and working out (34%).
On Saturdays and Sundays, podcast consumption spikes between 11am and noon, with smaller upticks in the evening.
In a recent survey we conducted among Spotify listeners, audiences enjoyed tuning in to their favorite shows while busy with other activities, including commuting and traveling (71%), doing chores around the house (71%), relaxing (43%), and working out (34%).
On Saturdays and Sundays, podcast consumption spikes between 11am and noon, with smaller upticks in the evening.
action:
Check your podcast analytics to pinpoint your most popular listening day. Use that data to inform your publishing schedule and make sure your audience finds new episodes when they are most likely to listen.
Does your top listening day fall on a weekend? Schedule your episode ahead of the 11am peak. Is your audience more prone to tune in during the week? Launch your episode before the morning commute and secure your place at the top of their feeds.
Does your top listening day fall on a weekend? Schedule your episode ahead of the 11am peak. Is your audience more prone to tune in during the week? Launch your episode before the morning commute and secure your place at the top of their feeds.
BEING heard
INSIGHT 03
Education and Wellness-related genres peak in the morning, while Entertainment and Family content is more popular in the evening.
Variation in listenership patterns throughout the day across categories
When breaking down daily consumption into categories, we see that listenership patterns vary.
insight:
When breaking down audience insights even further into podcast categories, we see that audiences’ daily listening behavior varies. Podcasts falling under the Religion & Spirituality, Arts, History, Health & Fitness, Science, and Fiction genres have higher listenership during mornings and late nights, while Leisure (Games & Hobbies), and Kids & Family see a spike during the evenings.
action:
Remember to zoom in on your podcast’s unique trends. Check your podcast analytics, and lean into the patterns you uncover to optimize audience engagement and inform your show’s content.
BEING CONNECTED
BEING connected
INSIGHT 01
Listeners want to engage with you—and they love when it gets personal.
Difference in the likelihood of receiving Q&A responses with custom vs. default questions
Fans are more likely to engage with Q&As when the questions are personalized by creators and relevant to the show’s content.
Comments are here! We have evolved our Q&A feature referenced in this piece to comments, where you can now like and reply to messages from your fans. While our feature has evolved, the insights and takeaways here about interacting with your audience still apply.
insight:
Interaction is something fans crave. In a recent study we conducted among listeners, 73% said they are interested in finding more opportunities to interact with their favorite podcast hosts. Q&As on Spotify are a fantastic way to interact with your fans by letting them respond to a question directly on your episode page.
But not all questions bring the same level of engagement. While Spotify provides default options as thought starters, customized questions (the ones you personalize and are relevant to your content and topics) are 8.7x more likely to receive a response.
As audience responses roll in, creators can publish them on their show page, encouraging others to share their answers. Questions with published responses have a 2.3x higher response rate than those without.
But not all questions bring the same level of engagement. While Spotify provides default options as thought starters, customized questions (the ones you personalize and are relevant to your content and topics) are 8.7x more likely to receive a response.
As audience responses roll in, creators can publish them on their show page, encouraging others to share their answers. Questions with published responses have a 2.3x higher response rate than those without.
action:
Customize questions based on your episode's content to increase the likelihood of getting responses from highly engaged fans. Did you discuss a memorable movie? Ask your audience to talk about how it resonated with them or if it mirrored any experiences in their lives. Are you spotlighting a technological breakthrough or trend? Ask fans to share their firsthand experiences or opinions using that tech.
Also, be sure to publish the responses you get and consider reading them aloud during your episodes to inspire more listener participation.
Also, be sure to publish the responses you get and consider reading them aloud during your episodes to inspire more listener participation.
BEING connected
INSIGHT 02
Interacting with Q&As keeps your listeners coming back for more.
Difference in consumption hours for listeners who engage with Q&As vs. listeners who don’t engage
Listeners who engage with Q&As on Spotify listen to 2.35x hours per month of the show than listeners who don’t engage.
Comments are here! We have evolved our Q&A feature referenced in this piece to comments, where you can now like and reply to messages from your fans. While our feature has evolved, the insights and takeaways here about interacting with your audience still apply.
insight:
When it comes to podcast growth, getting new listeners through the door is only half of the equation. Converting them to loyal fans may require some new engagement strategies—like Spotify’s Q&A feature. On average, listeners who answer a host’s question consume 2.35x more hours of the show per month than those who do not.
action:
Use Q&As to show your audience you value their input and keep them coming back for more. You can consider promoting your Q&As across social media, in your show notes, and during the episodes themselves. Experiment with different question formats and engagement strategies to keep things fresh and pinpoint what makes listeners tick—start discussions about an episode’s topics, get to know listeners more personally, ask for topic or guest ideas, and get feedback on your podcast content.
BEING connected
INSIGHT 03
Friends, family, and favorite podcasters are the recommendation trifecta.
How listeners discover new podcasts
Audiences find new shows in a variety of ways, but recommendations from friends, family, and favorite creators take the top spot.
insight:
Listeners trust their favorite creators’ recommendations above all others: the number one way people find new podcasts is by hearing about them on a show they already listen to (54%). This is closely followed by recommendations from friends and family (53%), and browsing Spotify (50%). Other methods of discovery include scrolling through social media (42%), reading articles, blogs, and newsletters (15%), and looking at rankings and podcast charts (12%).
Discovery patterns vary depending on demographics. Gen Z (aged 18 to 24) are more likely to use social media in their search—1.5x more likely compared to Gen X (aged 35 to 49) or Boomers (aged 50 to 74), who are more likely to turn to articles, blogs, and newsletters.
Discovery patterns vary depending on demographics. Gen Z (aged 18 to 24) are more likely to use social media in their search—1.5x more likely compared to Gen X (aged 35 to 49) or Boomers (aged 50 to 74), who are more likely to turn to articles, blogs, and newsletters.
action:
Dive into your podcast analytics to understand your audience demographics and design a promotional strategy that caters to their way of discovering content. Impressions analytics help you understand how and when your podcast is shown to potential listeners on Spotify.
Also, make sure to fill out your show’s metadata (titles and descriptions), customize your show page, and create a podcast trailer to make your show easily discoverable on Spotify. 43% of podcast listeners say that reading episode or show descriptions is somewhat or very influential in deciding whether to try a new show, which is the second most important factor behind a host or personalities they’re already familiar with (64%).
Also, make sure to fill out your show’s metadata (titles and descriptions), customize your show page, and create a podcast trailer to make your show easily discoverable on Spotify. 43% of podcast listeners say that reading episode or show descriptions is somewhat or very influential in deciding whether to try a new show, which is the second most important factor behind a host or personalities they’re already familiar with (64%).
METHODOLOGY & DISCLAIMERS
BEING seen
INSIGHT 01
We looked at each genre’s contribution to total watched video podcast consumption on Spotify from January 1, 2023 to July 31, 2023.
BEING seen
INSIGHT 02
We looked at hourly consumption share for (1) watched video podcasts and (2) listened to video podcasts, indexed against a baseline of consistent consumption at every hour from January 1, 2023 to July 31, 2023.
BEING HEARD
INSIGHT 01
We looked at the percent change in the number of listeners starting a podcast for the first time month over month from January 1, 2022 to December 31, 2022.
BEING HEARD
INSIGHT 02
We looked at the number of streams started within each hour (using local time for each stream) for each day of the week for the period of January 1, 2023 to July 31, 2023.
We surveyed 1,400 people in the US, UK, Canada, and Australia who are Spotify Premium subscribers and listened to at least one podcast in the previous month.
We surveyed 1,400 people in the US, UK, Canada, and Australia who are Spotify Premium subscribers and listened to at least one podcast in the previous month.
BEING HEARD
INSIGHT 03
We looked at the hourly consumption share for each genre compared to overall hourly consumption share in the period of January 1, 2023 to July 31, 2023.
BEING connected
INSIGHT 01
We looked at the number of responses received per question for Manual Q&A’s compared to Default Q&A’s in the period of March 1, 2023 to July 31, 2023.
We looked at the number of responses per episode stream for episodes with published responses and no published responses in the period of July 2023.
We surveyed 1,400 people in the US, UK, Canada, and Australia who are Spotify Premium subscribers and listened to at least one podcast in the previous month.
We looked at the number of responses per episode stream for episodes with published responses and no published responses in the period of July 2023.
We surveyed 1,400 people in the US, UK, Canada, and Australia who are Spotify Premium subscribers and listened to at least one podcast in the previous month.
BEING connected
INSIGHT 02
We looked at the number of hours streamed per user during the period of March 1, 2023, to July 31, 2023. We focused on listeners who interacted with Q&A and compared them to listeners of the same show who did not.
BEING connected
INSIGHT 03
We surveyed 1,400 people in the US, UK, Canada, and Australia who are Spotify Premium subscribers and listened to at least one podcast in the previous month.
At Spotify, we recognize the importance of data in shaping the future of podcasting. Our Fan Study: Podcaster Edition dives into listener behaviors and prominent trends, offering podcast creators a deeper understanding of their audience on our platform.
The data to help you grow your show
From completion rates to favorite genres, we’ve put together everything you need to know about your audience’s listening trends—and how you can use them to level up your podcast.
PUBLISHED:
2022
reach
reach
INSIGHT 01
Did you know that Gen Z's podcast discovery is growing at more than twice the rate of other age groups?
Podcast Discovery Growth By Age Group
We looked at the percent change from the average number of podcast shows discovered from April 1st to June 30th of 2021 to the number of podcast shows discovered from April 1st to June 30th of 2022 for each age group.
PUBLISHED:
September 2022
insight:
When you think of typical podcast listeners, your mind may go to an older demographic. But the data tells a different story. In fact, of all the age groups, Gen Z is actually discovering podcast content at a rate more than double that of any other generation.
action:
This Spotify study explains why Gen Z is the fastest growing podcast audience, and can help you explore new ways to pique their interest.
reach
INSIGHT 02
Even the smallest podcasts often have listeners from around the world.
Correlation between Average Number of Countries and Listeners
We looked at podcast shows with up to 100 listeners from April 1st to June 30th of 2022.
PUBLISHED:
September 2022
insight:
On average, a show with 30 listeners has users from five different countries. You read that right – that’s a much more global audience than you might have expected when you started your podcast. In fact, for every 10 listeners you gain, on average, 1 new listener will come from a different country. Now’s your time to think big! With a more worldwide fan base, you can get more creative with where you advertise, or even where you do live shows.
action:
Find out how to grow your podcast globally to connect with fans across the world. Read more.
reach
INSIGHT 03
While Comedy is the most popular genre globally, the other fan favorite genres vary widely across regions.
Popular Genres by Region
We looked at the relative popularity of podcast genres in each global region based on listening hours from April 1st to June 30th of 2022.
PUBLISHED:
September 2022
insight:
Listeners around the world have a wide range of favorite genres, but compared to the average of the global audience, some regions have clear favorites. For example, we see that compared to other regions, Latin America loves Fiction podcasts, while the US and Canada over index* on Kids & Family and Asia Pacific over indexes on Religion & Spirituality shows.
*over index in this case means the ratio of a region’s percent listening hours per genre to the global percent of listening hours per genre.
action:
Discover how your favorite genre performs in your target region and brainstorm ways to incorporate these topics. Not sure where to start? This article will help you find and build your audience for your podcast niche or genre.
reach
INSIGHT 04
Your fans have a more complex listening palette than you may think.
Percentage of Genre Overlap
We looked at the audience overlap between podcast genres based on a random sample of 3M podcast listeners from April 1st to June 30th of 2022.
PUBLISHED:
September 2022
insight:
We took a look at how fandoms overlap across podcast categories, and you may be surprised at some of the crossover – for example, starting from the top left side of the graph below, 31% of Arts listeners also listen to Comedy, however only 18% of Comedy listeners also tune in to Arts podcasts.
action:
Learn how other genres compare to your podcast’s genre, and how they can complement each other —from cross-promotion with other creators, to inviting new co-hosts that bring a new perspective. Read more.
engagement
engagement
INSIGHT 01
In a world of short attention spans, you might be surprised at how long podcast fans will listen.
Completion Rate And Average Duration Based By Genre
We looked at to what extent listeners listen to the entirety of a podcast episode as well as the episode's average duration by genre from April 1st to June 30th of 2022.
PUBLISHED:
September 2022
insight:
Knowing your audience is listening to a podcast episode from start to finish is incredibly rewarding, but you might be surprised to know that episode completion rate* varies from genre to genre. Listeners may be willing to spend time digging into a True Crime mystery from start to finish, or tuning in to catch the highlights of a Tech podcast. Depending on your genre, shorter isn’t always better – especially in a time when bite-sized content seems ubiquitous.
*Completion Rate is the ratio of minutes of episode consumed / total minutes of episode length.
action:
What's your show's current runtime and completion rate? Checkout the completion rate trends and average episode duration in your genre, and compare to your show's performance on your Spotify for Podcasters dashboard.
engagement
INSIGHT 02
Fans who follow your podcast will listen to 4X the number of episodes.
Average Number of Streams by Followers vs. Non-Followers
We looked at average podcast episode consumption of followers versus non-followers from April 1st to June 30th of 2022.
PUBLISHED:
September 2022
insight:
Your followers are notified when your new episodes are available on their Spotify homepage, so it should come as no surprise that your podcast followers are much more likely to actually consume your content than those who don't. With so much focus on gaining new listeners, your loyal listeners shouldn’t be overlooked — making sure they are following your show so that they will be notified and listen on a regular basis.
action:
Remind your listeners to follow your show on Spotify and across your other touch points: your podcast website, social channels, newsletter, and more. Read more.
engagement
INSIGHT 03
Stick with it. The biggest growth happens for your podcast during the first four months.
Average Listener Size Based On Show Maturity
We looked at average listener size based on podcast show maturity from April 1st to June 30th of 2022.
PUBLISHED:
September 2022
insight:
Rome wasn’t built in a day, and the same can be said for your potential podcasting success. It’s easy to get disheartened when it feels like your podcast isn’t taking off the way you want it to, but there’s often a light at the end of the tunnel! Podcasts on Spotify tend to see their biggest traction within the first four months of your show’s history.
action:
Need a little inspiration to keep going? Read through this helpful guide to get inspiration for new topics and themes.
METHODOLOGY & DISCLAIMERS
reach
INSIGHT 01
We looked at the percent change from the average number of podcast shows discovered from April 1st to June 30th of 2021 to the number of podcast shows discovered from April 1st to June 30th of 2022 for each age group.
reach
INSIGHT 02
We looked at podcast shows with up to 100 listeners from April 1st to June 30th of 2022.
reach
INSIGHT 03
We looked at the relative popularity of podcast genres in each global region based on listening hours from April 1st to June 30th of 2022.
reach
INSIGHT 04
We looked at the audience overlap between podcast genres based on a random sample of 3M podcast listeners from April 1st to June 30th of 2022.
engagement
INSIGHT 01
We looked at to what extent listeners listen to the entirety of a podcast episode as well as the episode's average duration by genre from April 1st to June 30th of 2022.
engagement
INSIGHT 02
We looked at average podcast episode consumption of followers versus non-followers from April 1st to June 30th of 2022.
engagement
INSIGHT 03
We looked at average listener size based on podcast show maturity from April 1st to June 30th of 2022.
All insights are based on data that looks at consumption of all podcast shows hosted on Spotify (excluding Spotify Original & Exclusive content) from April 1st to June 30th of 2022.
At Spotify, our Fan Study helps music artists uncover insights about how fans listen all over the world. We’re excited to bring those same tools and resources to our first-ever podcast edition—helping creators better understand fans and trends on Spotify to make more informed decisions.