From Video Podcasts to Q&As and Polls, Spotify is constantly working on new features to make podcasts more interactive and more fun.

3 With this boom in consumption, we’ve doubled down on the medium and ways for creators to connect with listeners. 2 That increased consumption has been fueled by a rise in podcast creation: In 2021, more than 1M new podcasts were added to Spotify, representing nearly a third of our overall podcast catalog (3.2M podcasts). now spend over 45 each day on average listening to podcasts. Over the last few years, the podcast medium has exploded with an increasing share of audiences’ attention. What’s driving this new era of digital audio? The podcast revolution. That’s why we’ve introduced CTA cards: visual, clickable companions to audio ads on Spotify. At Spotify, we believe that the future of digital audio - including advertising - is interactive. It’s not necessarily easy to remember the promo code or URL you just heard, and it’s likely not convenient to stop what you’re doing to type all of that into your device. Let’s say a listener hears a compelling podcast ad while they’re running on the treadmill or making lunch, for example. And those listeners tune in across a variety of moments, many of which we know to be screenless.

But what about conversion? The barrier, of course, is that audio is typically a one-way street: Creators create, and listeners listen. 1įor years, we’ve known that attention and engagement on Spotify is great for advertisers, especially when it comes to objectives like awareness, consideration, and purchase intent.

A recent Kantar study found that consumer receptivity to ads on music streaming services and podcasts both increased last year. Our Sonic Science research shows that people are more engaged and attentive when listening on Spotify compared to other forms of media - both to the music and podcasts they’re streaming, and the ads they hear. An audience of listeners is a powerful thing.

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