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Spotify monthly user data from July 2023 illustrates its dominance. On Android phones, Spotify had 3.2 million monthly active users, compared with 1.8 million for YouTube Music, 0.8 million for Samsung Music, and 0.4 million for Amazon Music, according to reporting from data intelligence platform Similarweb. Price hikes in several markets, including Canada, may affect Spotify鈥檚 leadership position.

Spotify wants a share of CTV ad spending: The audio app is partnering with Roku to capitalize on consumers who use their TVs as living room speakers.

Take Spotify Island, a successful activation intended to build brand familiarity with the audio service. Do Spotify Island鈥檚 various interactive games and virtual instruments promote the service, even if they don鈥檛 name specific Spotify features or call users to download the app?

Spotify, where US user growth will slow to single digits this year, per our August 2023 forecast, is the next platform that could implement this strategy. The platform already offers a free, ad-supported tier, but a low-price ad-supported tier could offer fewer ads and access to premium features like audiobooks (which could also be ad-supported) and AI playlists.

Exclusive podcasts didn鈥檛 pay off for Spotify: With slower listener growth overall, the company is bringing some shows to rival audio platform

Thirty-one percent of weekly and 33% of monthly podcast listeners prefer YouTube, putting it above competitors like Spotify (27%) and Apple Podcasts (15%). Spotify is trying to prove its worth as a podcast platform, recently expanding its Partner Program to nine new markets and providing more growth opportunities to entice creators.

TikTok and Spotify surge up the rankings when time spent is calculated just among users. When assessing time spent just among a platform鈥檚 dedicated viewers, users, and listeners, the numbers increase dramatically. Netflix and Hulu remain near the top, but TikTok and the two major digital audio services we track (Spotify and Pandora) make huge leaps.

Pandora leads but Spotify is rapidly catching up. Pandora will hold a 21.9% share of digital audio ads sales in 2024, while Spotify captures 16.6% and iHeartMedia 10.0%. Spotify will shrink the gap, trailing Pandora in 2026 by only 0.7%. Audio advertising continues to punch beneath its weight class. Audio spending trails audio time.

Patreon recently inked a partnership with Sony to make select Sony Music podcasts available on Patreon and offer exclusive fan perks, while Spotify expanded its Partner Program to nine new markets to entice more creators.

Advertisers should focus on Spotify, YouTube, and Apple. Programmatic ads won鈥檛 necessarily reach users. The best advertisers will hit a sweet spot of impressions and show up early in podcasts. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Spotify has nearly twice as many US listeners as the next most popular digital audio platform, Amazon Music, at 103.6 million compared to 53.1 million, per our September 2024 forecast.

US adult podcast listeners spend roughly the same amount of time per day on podcasts as US adult TikTok users spend on TikTok, per our forecasts. That has captured the attention of brands. Still, not all creators are successfully monetizing their content, in part because it鈥檚 a hard medium to consistently create content for.

Orion can show YouTube videos, handle video calls, play Spotify playlists, and use multimodal AI to interact with everyday objects. Its MR platform keeps users connected to the physical world while still interacting with digital content, similar to the Meta Quest and Vision Pro but without the bulky headset. Why is Meta intent on making hardware?

Tailoring strategies to each platform鈥檚 unique user behavior will provide the best results. Brands should leverage authenticity when partnering with podcast hosts. Those who genuinely use a brand鈥檚 product and can speak authentically about it will gain more trust from listeners.

Music streaming and crackdowns on ad blocking drive users to YouTube鈥檚 other primary subscription service. We project that YouTube Premium鈥檚 subscription revenues will exceed $3 billion in 2024, putting it just ahead of Paramount+鈥檚 subscription revenues. This includes revenues from YouTube鈥檚 music service, which competes with Spotify and Apple Music.

Spotify is holding off on launching audiobook ads: Statements from its ad chief reflect a nascent product that it doesn鈥檛 want to dilute with ads鈥攜et.

Its highly customizable worlds and characters encourage user expression and has attracted significant brand interest from big names like Spotify and the NFL. After an uneven post-IPO run, Roblox has enjoyed two strong quarters in 2024, with revenue gains of 22% and 31.3%.

Noplace tops App Store charts: The social app is drawing in Gen Zers with its aesthetic, user-friendly design, but its ability to compete with established apps depends on debugging and user retention. Read article. AI took over at work and at home.

Platforms like Spotify have capitalized on growing digital audio consumption. We forecast that there will be 13.0 million Spotify listeners in Canada in 2025, nearly 57% of whom will be paid premium subscribers. Like TV, terrestrial radio maintains a loyal but diminishing audience. In 2025, daily radio consumption will be 1:04 daily, tied largely to automobile listenership.

Our brand and agency partners are kept in constant communication鈥�we鈥檙e very confident in the direction we鈥檙e heading, and so are the over one billion users who are with us.鈥�. Our take: Beyond content creation, TikTok鈥檚 Symphony suite is about keeping advertisers engaged.

Advertisers must invest in podcast influencers who are genuine brand advocates and product users rather than those that aren鈥檛 familiar with brand offerings.

On today's episode, we discuss how Spotify beat expectations, why a price hike is inbound, and the audio streaming company's relationship with artificial intelligence (AI). "In Other News," we talk about AI-powered ads for Google and whether Peacock can survive the streaming wars. Tune in to the discussion with our analyst Daniel Konstantinovic.