Radio & Music News Weekly
Spotify Pinpoints ‘Podcast Influence’
SPOTIFY has identified “podfluence” as a growing force for influencing consumers. In their first “GLOBAL PODCAST TRENDS TOUR,” they discovered that 63% of people trust their favorite podcast hosts over social media influencers. Between Q1 2023 and Q2 2024 the tour covered twelve markets, including the US, UK, and Canada.
Their research revealed that 48% of Gen Zs and Millennials are more interested in products endorsed by podcasters they admire. Similarly, 45% of the younger demos trust brands advertised on podcasts because of their relationship with the podfluencer. This trust leads respondents to taking steps like searching for or purchasing a product after hearing an audio ad during a podcast.
As YOUTUBE gains ground as a podcast platform, SPOTIFY users are integrating visuals into the on-demand audio space. The platform has witnessed a 39% increase in global daily streams of video podcasts. This trend is prominent among Gen Z listeners with 55% expressing a preference for podcast content over social media content when following someone on both platforms.
SPOTIFY Global Brand Strategy Thought Leadership Lead JENNY HAGGARD said, “We are undoubtedly in the podcast era, where people seek inspiration, information, education, and more from podcasts. As a result, a new type of influencer has emerged.”
“Through this PODCAST TRENDS TOUR, we’ve discovered the importance of podfluencers for marketers aiming to connect with audiences genuinely. With Spotify’s highly engaged audience and innovations in the podcast space, it has become the ideal platform for achieving this.”
Click here to read the entire study.