So why did we succeed this fast? Well, obviously our content investments have helped a great deal. I am confident to say that we’re a leader not only in podcasting, but in the burgeoning audio space on the Internet. Given the US represents the largest podcast market globally, I think this is quite significant.
And now, according to Edison research and our own internal sources, we recently became the number one podcast platform US listeners use the most. But despite the fact that we’re still a relatively new entrants, previous data indicated we have become the top platform for podcast consumption in 60-plus countries. Today, we have 3.2 million podcasts on the platform, a growth rate of over 1,500%. And we were really nowhere compared to the largest players in the industry. We started our journey three years ago in podcasting with a catalog of about 185,000 podcasts. Spotify’s founder and CEO Daniel Ek brought up this point in the earnings call: listeners use the most, according to Edison Research and our own internal data”. Spotify’s Q3 2021 earnings report themselves as the most popular podcast platform in the US, with the highlights stating “Spotify is now the #1 podcast platform U.S. podcast listeners against Apple Podcasts’ 28.0 million. Earlier this year, reports from eMarketer in March and September suggested that Spotify would surpass Apple before the end of 2021, with Spotify on track to end the year with 28.2 million monthly U.S. A survey from MIDiA in Q2 2020 of 780 podcast listeners in the US, Canada, Australia, UK, Germany and France reported that 42% of respondents use Spotify, against 32% that use Apple Podcasts. It seems these investments are paying off, with a reports as far back as 2019 showing Spotify was the most used platform for podcasts in Europe and South America. It’s no secret that Spotify have been heavily investing in podcasts in the past few years, acquiring exclusive shows and networks, investing in originals, and rolling out a slew of new features such as the launch of Spotify Podcast Subscriptions in the US, interactive episodes with Q&As and polls, Music + Talk expanding to more countries, and much more. Alongside impressive user and subscriber growth, Spotify’s Q3 2021 results shared an interesting podcast stat.
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