Spotify has passed Apple Podcasts (the consistently most-used podcast app) in monthly podcast downloads.
Total podcast downloads have increased by 33.4% in six months, from 63.8m in October 2020 to 85.2m in March 2021.
And it's not just more podcast content from existing creators that is driving the growth. The number of active podcasts on Spotify also grew 21.6%.
It sure looks like Spotify's move into podcasting was a good one!
Digital audio continues to grow. 1/3 of US consumers say Spotify is their most-used online audio platform.
💡 Podcasts offer brands an opportunity to access hard-to-reach audiences that are highly engaged. This is true for B2B marketers as well. With 2020 seeing greater experimentation with channels that brands have never used before.