Spotify insights reveal major podcast advertising opportunities

Anne Freer | December 9, 2020

Mobile Advertising

Spotify launched a version of its 2020 Wrapped campaign specifically for advertisers.

The information can be used by marketing professionals to gain a better insight into their target audiences and schedule future campaigns.

Spotify says that monthly active podcast listeners rose 108% in September 2020 compared to September 2019.

As COVID lockdowns kept more people confined to their homes, 72% of listeners chose streaming audio over video due to screen fatigue.

Lockdowns impacted listening in general with 55% more users aged 16 to 40 years listening to music globally and 68% admitting to discovering new content based on algorithms and recommendations.

“There’s no doubt that audio streaming habits, like most others, have shifted during the pandemic. At Spotify we are in a unique position as we see shifts in culture play out on the platform – whether that is what people are listening to or how they are listening,” said Rak Patel, Head of Sales UK and Pan-EMEA at Spotify.

“Wrapped is a flagship moment for the brand and this year we saw an opportunity to share the insights we have access to with advertisers through a dedicated digital experience, so that we can support their strategic decision making going into 2021. Despite there being lots of uncertainty at the moment, Spotify’s audience continues to grow and consumption is on the rise, making it a reliable place for advertisers to reach audiences where they are.”

Podcasts are a major hit on Spotify with 140% more people listening to news and politics podcasts this year.

This provides a potentially unique opportunity for advertisers to reach audiences.

Educational podcasts also fared better with consumption increasing 81% in January to November 2020.

Perhaps unsurprisingly, healthy podcasts shot up 201% during the same time frame.

There was also an 18% increase in time spent listening to gaming moments.

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