The global podcast opportunity Unlocking format growth
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20,000 foot view: While mainstream media tends to focus on podcast growth in Western territories, understanding digital-audio consumption on a global scale will be key to future growth. Each territory has unique listener demographics and genre preferences that present various opportunities for podcast platforms, illustrating that podcast habits vary globally.
Key insights
- Sweden and Brazil have the highest weekly active podcast listener penetration, while South Korea and France have the lowest
- Globally, podcast listenership is more correlated with music streaming listenership than radio listenership
- Nonetheless, transitioning radio audiences into the digital space is a crucial growth factor for podcasts, and local radio stations are leading that charge
- Radio broadcasters are among the top three podcast platforms in the UK, France, South Korea, and Sweden
- Globally, millennials are the core podcast listeners
- Germany has by far the highest podcast weekly active listener penetration among
- Spotify is the most popular platform for podcasts in every country surveyed except South Korea, where Google Podcasts is the leading app
- Although podcast genres vary by market, news is consistently a top three podcast genre in every country
Companies and brands mentioned in this report: Acast, Alex Cooper, Amazon Music, Apple Podcasts, Ausha, Bababam, BBC Sounds, BirchSound, Choses à Savoir, Conan O’Brien, Deezer, Emma Chamberlin, Google, iHeartMedia, Joe Rogan, Julianne Moore, KBS, Libsyn, Oscar Isaac, Podimo, Podz, Radio France, Reddit, Resso, SBS, Sound Up Program, Spotify, Veritrone, WattPad, YouTube