Spotify: a podcast success story in 2022?

Île-de-France still accounts for 42% of listening in France, but conurbations with fewer than 100,000 inhabitants are increasing their podcast consumption, and now account for 34.1% of listening. Spotify, meanwhile, has invested billions of dollars in the audio content sector.

If you're interested in audio developments in 2022, read on!

Podcast success in 2022

Podcasts are no longer in their infancy, and podcast platforms, podcast studios and podcast advertisers are well aware of this. Among them, Spotify is trying to make its mark and dominate the market. Apple, for its part, is developing a partnership with Pulitzer Prize-winner Futuro Studios to create original non-fiction storytelling podcasts. And despite the scale of this partnership, it's nothing compared to what the Swedish giant has devised to corner the market.

Become the leader in podcast advertising by 2022

Spotify is well aware that, by 2025, annual revenues from digital audio advertising in the USA are set to rise. We're talking about nearly $8 billion, including $2.7 billion for podcast advertising alone. By 2021, the number of native podcast advertisers had increased by 92%. This is why the Swedish giant has set about modernizing podcast advertising:

• In 2020, with the launch of Streaming Ad Insertion,
• In 2020, with the first audio advertising marketplace, the Spotify Audience Network.
• In 2022, via the acquisition of : Podsights, a leading podcast advertising measurement service. Chartable, a podcast analytics platform that enables publishers to identify and develop their podcast audience through promotional attribution and analytics tools.

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With these investments, Spotify expects to create impact for advertisers in measurement and attribution and growth for podcast publishers such as the :

• Wall Street Journal,
• ViacomCBS,
• AdLarge.

Getting stronger to moderate podcasts in 2022

In 2021, according to Spotify, over a million podcasts were added to its service by "independent creators". Worse still, in its report, the Anti Defamation League states: " Content that violates Spotify's policies may still be flying under Spotify's radar in 2022 ". To combat this, Spotify has acquired Kinzen, a moderation tool supported by the analysis of academics and journalists. It analyzes potentially dangerous content and hate speech in several languages. The acquisition comes just as Spotify announces the launch of its Safety Advisory Council.

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Avner UZAN