![]() In fact, overall audience penetration has not shifted much during the last six months, though volumes of podcast listens have increased. Podcasts are still small scale and far outweighed by radio. Podcasts are still small scale for now, but have vast potential This early adopter skew also means that the content that resonates well with podcast users now will not necessarily be the right content to pull in more mainstream audiences, nor is it likely to be the right content mix for a longer-term strategy. This illustrates the supreme importance of measuring audience behaviour like MIDiA does, rather than relying solely on analytics – which are great for understanding volumes of listens, but less useful for understanding audiences. As a consequence, heavy-usage early adopters, which Spotify podcast users tend to be, have particularly heavy behaviour and skew the overall numbers. ![]() This means that podcasts are at the ‘critical mass’ phase of adoption, where usage starts to move from early adopters towards the mainstream. Varying levels of podcast usage among users is however very likely as we are at such an early stage of market development (just 14% of consumers listen to podcasts regularly). Early adopter behaviour shapes the market This suggests either a) a large number of people use the app but have much lower listening patterns than users of other platforms, or b) Android users are somehow less clear on what podcast apps they use than iOS users. However, MIDiA has tweaked the wording of the question repeatedly over the last nine months, making it absolutely clear what we are referring to, and the result is always the same. Google in third place may surprise some in the podcast sector, as it is renowned for being a small player. Spotify was second in Q4 2019, so it is a rapid ascension for the streaming platform, leaving Apple trailing significantly. 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. ![]() In Q2 2020 42% of podcast listeners used Spotify, 10 points ahead of Apple in second place. Spotify is now the leading destination platform for podcast users. One of the key findings of the 3,000-word report is that Spotify is now firmly established as the most widely used podcast platform. In it, we present data from MIDiA’s quarterly survey that presents a comprehensive view of podcast user behavior, who podcast listeners are, how it stacks up against radio and music streaming listening and which platforms listeners are going to for their podcasts. MIDiA just published its latest Podcast report, Podcasts Q2 2020: Spotify Takes an Early Lead. By Mark Mulligan of MIDiA and the Music Industry Blog ![]()
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