Spotify Global Podcast Trends Tour Report identifies “podfluencers”

Last updated May 22, 2024 - 12:03 pm

Spotify is launching its latest Global Podcast Trends Tour Report, an interactive exploration of the latest trends in podcasting.

The Trends Tour showcases fresh insights and gives a free VIP pass to explore how people are engaging with podcasts.

Most notably, it found that there’s a new type of influencer on the scene – 63% of people said they trust their favourite podcast host more than their favourite social media influencer.* Just call them podfluencers. And Spotify users aren’t just listening to podcasts; they’re watching them, too: globally, average daily streams of video podcasts are up 39% on Spotify.**

Jenny Haggard, Global Brand Strategy, Thought Leadership Lead, Spotify said: “Through the Podcast Trends Tour, we’re sharing the latest trends that spotlight how the podcast space is growing and evolving, and uncovering just how powerful podcasts can be for advertisers looking to connect with audiences in a genuine way.

“With Spotify’s uniquely engaged audience, slate of influential podcast hosts, and innovations in the podcast space, we welcome all brands to discover how they can take advantage of this podcast era.”

While the Podfluencer trend is happening across generations, it’s picking up particular steam with Gen Z: 55% of Gen Zs told us that if they follow someone on social media and listen to their podcast, they like their podcast content more.***

Below are more key highlights from the Podcast Trends Tour:

Methodology:

2024 Podcast Trends Tour is based on data from a mix of first-party streaming intel and custom research studies. Spotify First Party Data includes global streaming data from Q1 2023 – Q2 2024. Markets included in the analysis were US, UK, CA, AUS, DE, MX, BR, JP, IN, IT, ES, and FR.

Survey data is inclusive of three key research studies from Q4 2023 – Q2 2024.

Kantar Halo Effect Research: Survey of 2,003 Spotify users in US, UK, BR, and IN to understand their sentiments towards Spotify and brands that advertise on Spotify.
Spotify for Podcasters Research: Survey of 566 emerging and established podcasters in US, UK, DE, AU, and CA to understand their content creating behaviours, sentiments across the platforms they engage with and experiences working with advertisers.
GWI Podcast Recontact Study: A recontact survey of 2,750 podcast listeners in US, CA, UK, DE, IT, ES, FR, JP, AUS, BR, and MX to better understand their engagement with podcasts, advertising, hosts and more.

*Spotify x Kantar Brand Halo Study, global, March 2024

**Spotify First Party Data, global, 1/1/24-2/29/24 vs 1/1/23-3/1/23

***Spotify x GWI Podcast Recontact Study, global, Q4 2023

Key findings include:

PODFLUENCERS

Podcast hosts build trust with their audience, and they’ve become highly influential in purchasing decisions. 63% of people asked said they trust their favourite podcast host more than their favourite social media influencer. Just call them podcast influencers.

55% of Gen Zs told us that if they follow someone on social media and listen to their podcast, they like their podcast content more.
Nearly half (48%) of Gen Zs and Millennials are more likely to be interested in ads/products when promoted by their favourite podcasters.
45% of Millennials and Gen Zs said that when they hear an ad during a podcast, they trust the brand/product being promoted because of the trusted relationship they have with the hosts.

STREAM TO SCREEN

Podcasts aren’t just for listening anymore. Globally, there’s been a +39% increase in average daily streams of video podcasts on Spotify.

Globally, there have been +64% more video episodes and +78% more video shows (podcasts with at least one video episode) released on Spotify YoY.
Gen Zs are 18% more likely to watch video podcasts vs. other people who engage with podcasts.

NOW STREAMING: RESULTS

Podcast ads have grown in popularity and become a proven, effective format to drive business results. Sixty-two percent of study respondents took an action after hearing an ad during a podcast show, like searching for the product, purchasing the product, or simply talking about it.

Podcast advertising grew faster than music advertising revenue over the last year, and so far in 2024, the Spotify Audience Network continues to see positive growth in participating publishers and shows.
Spotify podcast conversion rates perform 26% better than Spotify Ad Analytics industry benchmarks across 240 publishers.

PODCAST ERA: A WINDOW INTO CULTURE

Taylor Swift not only blew up the music scene with her Eras Tour, she also dominated podcast conversations—and people couldn’t get enough.

+172% increase in global streams of podcasts discussing Taylor Swift the week of the Grammys, when she won Album of the Year and announced her new album.
+803% increase in global streams of podcasts discussing “THE TORTURED POETS DEPARTMENT” the week of the album launch.
+148% increase in global streams of podcasts discussing Taylor Swift after her first appearance at a Kansas City Chiefs game.
+155% increase in global streams of podcasts discussing Taylor Swift the week after the Chiefs won the Conference Championship and secured their spot in the Big Game.

You can access the full Tour here.