Spotify's U.S. podcast listenership is forecasted to overtake Apple Podcasts', as per data analysis platform eMarketer.
- The forecast shows Spotify's listenership growing at a faster rate than Apple Podcasts'. In 2021, 28 million people will listen to podcasts on Apple Podcasts, while 28.2 million will listen on Spotify.
- eMarketer forecasting analyst Peter Vahle correlates this growth to Spotify "putting podcasts and music in one place."
- Podcast listeners will make up 53.9% of monthly digital audio listeners this year.
- The study also confirms earlier predictions that ad spend on podcasts in the U.S. will exceed $1B, indicating a 41% YoY increase.