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The global podcast opportunity Unlocking format growth

Report by Annie Langston
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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                       have the highest weekly active            listener penetration, while South Korea            France            have the lowest
  • Globally, podcast            is more correlated with music            listenership than radio listenership
  • Nonetheless, transitioning            audiences into the digital space            a crucial growth factor for            and local radio stations are            that charge
  • Radio broadcasters            among the top three podcast            in the UK, France, South            and Sweden
  • Globally, millennials            the core podcast listeners
  • Germany has            far the highest podcast weekly            listener penetration among                      
  • Spotify is            most popular platform for podcasts            every country surveyed except South            where Google Podcasts is the            app
  • Although podcast            vary by market, news is            a top three podcast genre            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

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