What you need to know
- Spotify is catching up to Apple when it comes to podcast listeners.
- New research indicates it will pass Apple this year.
- That gap will continue to widen by 2023.
New research indicates Spotify could overtake Apple Podcasts in listener figures as soon as this year.
The report says Apple's listener share has been waining since 2018 and could fall to just 23.8% from a high of 34% three years ago. From the report:
The total number of monthly podcast listeners in 2021 is expected to climb to 117.8 million, up 10.1% from a year ago and surpassing 50% of monthly digital audio listeners for the first time. The report also says that more than $1 billion will be spent on podcast advertising for the first time ever in 2021.
Spotify has beefed up its podcast experience across the board to compete with Apple, and these latest figures show the measures are really starting to pay off.
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Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.
Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9