Spotify is pushing really hard in podcasts, and study business eMarketer has predicted that this will shell out off in 2020 with the firm overtaking Apple for US podcast listeners.

“This yr 28.2 million people will pay attention to podcasts on Spotify at least month-to-month, while 28. million will listen through Apple Podcasts,” claimed its report. eMarketer thinks the hole will widen right after this 12 months far too: by 2023 it expects Spotify to have 37.5 million podcast listeners in the US compared to Apple’s 28.8 million.

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The overall selection of month to month podcast listeners in 2021 is expected to climb to 117.8 million, up 10.1% from a 12 months in the past and surpassing 50% of regular digital audio listeners for the very first time. The report also claims that a lot more than $1 billion will be put in on podcast marketing for the 1st time at any time in 2021.

At the end of final year, 25% of Spotify’s regular active customers have been listening to podcasts: more than 86 million people. If that 25% determine applied to Spotify’s MAUs in North America, as uncovered in its latest financials, that would be all over 20.7 million persons, which meshes well with eMarketer’s US-only estimate of 19.9 million at the close of 2020.

Spotify has been making inroads in the podcasting marketplace about the program of the final couple of years, ramping up its first podcast choices and making significant acquisitions like Gimlet Media, Parcast, and Anchor, as well as scoring key offers this sort of as the rights to the well-liked Joe Rogan Practical experience podcast. Perfectly, these hottest figures only go to exhibit that the actions are really commencing to pay back off.

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