“Just 14% of consumers listen to podcasts regularly,” was its finding. A bigger study is needed to truly establish Spotify as the top podcast platform globally.Īnother warning, which Midia does make very clear itself, is that we’re still in the early days of mainstream podcast adoption. The survey that led to this claim was conducted with 6,000 people in the US, Canada, Australia, the UK, Germany and France, and 780 people in that survey were podcast listeners. This does not necessarily mean that it yet leads in terms of volume of listens, but it is the platform that the largest share of regular podcast listeners visit.”Ĭaveats? A few. “In Q2 2020 42% of podcast listeners used Spotify, 10 points ahead of Apple in second place. “Spotify is now firmly established as the most widely used podcast platform,” claimed the company. Now Midia Research has put out a report suggesting that it’s gone further than that. Reputable figures breaking down the global podcasts market are hard to come by, but there’s been a general consensus that Apple Podcasts (formerly iTunes) has been the biggest platform by far that the rest of the market is very fragmented and that Spotify’s aggressive move into podcasts meant it was growing fast to finally become a competitor to Apple with real scale. Tags: Apple Market data MIDiA Research Podcasts Spotify
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