Podcasting, while still an underrated channel for many marketers, is seeing slower growth in the US, according to our newly released forecasts for podcasts and US digital audio listeners. Our projections for weekly podcast listening were lowered by 1.9 million. eMarketer now predicts that podcast listeners will come to 98.4 million this year, an increase of 6.8% year over year. This growth is below half its 2021 rate.
They now expect weekly podcast listeners to make up 29.2% of the US population, while monthly podcast listeners will make up 36.9%.
Who’s winning the podcast wars:
In the US, Spotify is still adding subscribers, but its growth is decreasing. This year, we anticipate a 5.8% increase in the number of Spotify premium subscribers, up 0.7% over our previous forecast. This rate is approximately one-third of last year’s growth.
The platform is growing slower than expected despite a promotion for three free months of premium service at signup started in 135 countries in August 2022, which was factored into our updated forecasts.
Spotify monthly active users (MAUs) are rising, but a little more slowly than anticipated. eMarketers projection for MAU growth has decreased from 7% to 6.0% for 2022. They now expect 88.4 million people will use Spotify this year.
By the end of the year, eMarketer predicts that there will be 49.3 million Spotify premium subscribers.
That anemic growth could be concerning to Spotify since, unlike many popular entertainment services, Spotify did not raise its subscription fees this year—so it’s harder to blame slow growth on fee increases.
That anemic growth could be concerning to Spotify since, unlike many popular entertainment services, Spotify did not raise its subscription fees this year—so it’s harder to blame slow growth on fee increases.
The platform is growing slower than expected despite a promotion for three free months of premium service at signup started in 135 countries in August 2022, which was factored into our updated forecasts.
Spotify monthly active users (MAUs) are rising, but a little more slowly than anticipated. eMarketers projection for MAU growth has decreased from 7% to 6.0% for 2022. They now expect 88.4 million people will use Spotify this year.
It’s not all bad: While a slower rise in podcast listening this year has affected Spotify, its podcast listeners will increase by 13.8% this year to 32.2 million, outpacing general podcast listener growth (5.0%).
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