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Grow Your Show with the 2022 Podcast Trends Report
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During 2020 and 2021, the COVID-19 pandemic brought new creators to podcasting and we saw an influx of content, driving increased listenership and advertiser investment that has continued into 2022. If 2021 was a story of content explosion, then 2022 is one of diversification.
As podcasting matures as a medium, we’re seeing growth among new segments - for example, listenership from outlying demos and countries newer to podcasting, consumption of different genres, and investment from more traditional brands. Leveraging data from Spotify and its enterprise podcast platforms*, this report dives into these trends and more with the hopes that they will aid publishers as they optimize their content and revenue strategies for the coming year. Some of the key points include:
Core Demographics
Podcasts for Physical and Mental Health
The Evolution of Podcast Audiences
New Advertiser Categories
Cross Promotion for Audience Development
Download the infographic to explore these trends further!
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Illustration: Francis Scialabba, Photo: YouTube
Like America’s attention span, videos on social platforms are getting shorter. After TikTok’s explosive growth, both Meta and Google introduced short-form video products aimed at copying capturing the endless scroll (and ad dollars) from the controversial platform.
Instagram’s pivot to Reels has been well-documented (and plenty criticized). Less explored is Google’s YouTube Shorts, which rolled out in more than 100 countries last summer. During its Q3 earnings call this fall, Google executives shared that Shorts had 1.5 billion logged-in viewers every month, totaling 30 billion daily views. As of last fall, TikTok reported having more than a billion monthly users. Read More
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