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 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