• Spotify hosts over 250,000 video podcast shows, up from 100,000 this year.
• Over 170 million users have watched a video podcast on Spotify.

• In Chile, video accounts for 25% of total podcast consumption hours.

• Video podcast MAUs in the US have increased by 40% year over year.

Spotify has announced a major shift in podcast listening habits. The platform now holds over 250,000 video podcast shows, which is up from 100,000 this year alone.

It really must depict a new world in terms of how listeners are consuming content.

“Spotify is always evolving to better serve our users and drive success for creators,” said Jordan Newman, Head of Content Partnerships at Spotify. “With podcasts, the video format can add an additional layer of authenticity and connection for fans. That’s why we continue to hear that audiences want the ability to not only listen, but also watch their favorite shows. And we see that in the data: Audience retention increases when creators add video—and every creator wants a loyal, highly engaged fan base that keeps coming back.”

“We continue to see demand for video from both creators and their audiences,” Newman continued. “The number of creators publishing video each month keeps growing, and more and more of our users are watching. As demand continues to rise, we will keep enhancing our video capabilities.”

Lee Brown, Global Head of Ads Business and Platform at Spotify said :

“We’re in the next phase of evolution of the podcast business,” he said. “We see continued growth, both from the consumption time, and in terms of listeners on the platform engaging more with a wide range of podcasts on our platform – but also to the format side. It’s no longer pure audio. It’s also audio and video. And I think that opens up a whole lot of opportunities for podcasters, as well as for advertisers as more and more podcasters are adopting and bringing in video.”

“We are starting to see how consumer habits are changing within the platform,” said Brown.
“There’s a push for making sure that we meet the consumer where they are and how they want to consume the content, depending on what kind of content that is, whether it’s a podcast or a music track, or an audiobook,” Brown said..

“We’ve really transformed quite a bit over the last five years, from selling pure audio to a mix of audio, video, as well as display,” Brown said. “Multi-format has always been a fixture within marketing campaigns.. And now having video capabilities, we are showcasing how audio can be an unbelievable frequency play across video and display ads across all campaigns. I think they’re starting to see those results.”

The Rise of Visual Listening

Video podcasts become the new thing. Spotify says over 170 million users have watched a video podcast on their platform.

It is rather interesting to note that out of the said viewers, over 70% actually watch while only a few listen to the video.

The trend is particularly strong in certain markets. In Chile, video accounts for a quarter of total podcast consumption hours.

Brazil follows closely, with video making up more than 15% of podcast listening time.

Creator Adoption and User Engagement

This format is being taken up energetically by creators. The number of creators posting video content each month has increased by about 70% year over year.

The United States, Brazil, and Mexico top the list regarding creator interest in video podcasts.

User engagement also continues to rise. Almost one in three US — podcast MAUs are engaging with video content.

It’s almost one in four in total, while MAUs of video podcasts are up 40% year over year.

Future Outlook

The trend towards visual podcasting shows no signs of slowing.

With major shows like The Joe Rogan Experience incorporating video, it’s likely that more creators will follow suit.

However, traditional audio-only podcasts will likely maintain their appeal, especially for listeners who prefer audio-only content during activities like exercise or commuting.

FAQs

Q1: How many video podcast shows does Spotify currently have?

Spotify now hosts over 250,000 video podcast shows, up from 100,000 earlier this year.

Q2: How popular are video podcasts on Spotify?

Over 170 million users have watched a video podcast on Spotify, with more than 70% of viewers actively watching rather than just listening.

Q3: Which markets show the highest engagement with video podcasts?

Chile and Brazil lead in video podcast consumption, with video accounting for 25% and over 15% of podcast listening time, respectively.

Q4: How has creator adoption of video podcasts changed?

The number of creators posting video content on Spotify each month has increased by about 70% year over year, with significant interest in the US, Brazil, and Mexico.

Q5: What is the future outlook for video podcasts on Spotify?

The trend towards visual podcasting is growing, with major shows like The Joe Rogan Experience incorporating video, and continued user engagement expected to rise.

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