Spotify’s focus on developing its podcast content appears to be paying off.
Last year, 58.4 million people in the US were expected use Spotify, making up 20.8% of internet users.
A year ago, Spotify was the 15th most popular mobile app among all apps. It trailed other simlar apps such as Pandora (12th overall) and Google Play (8th overall) but trailed only Apple Podcasts for podcast-specific apps.
Last year, Spotify overcame Pandora on listener counts and is expected to far outpace that platform during the next several years.
The Reuters Institute for the Study of Journalism’s Digital News Report 2020 found the most popular apps and websites that podcast listeners used:
- Spotify: 25% of respondents used this platform to listen to podcasts
- Apple Podcasts: 20%
- Google Podcasts: 16%
- Pandora: 15%
- Website stream: 11%
- Audible: 10%
- NPR One: 9%
- Tunein: 8%
- Deezer: 7%
- Podcast Addict: 7%
- Overcast: 6%
- Pocket Casts: 6%
- RadioPublic: 6%
- Stitcher: 6%
- Castbox: 5%
eMarketer junior analyst Nina Goetzen and forecasting analyst at Insider Intelligence Peter Vahle discuss changing Spotify listening behavior and the company’s podcast investments, and they break down how it makes money.