![]() ![]() “Podcasts have an ability to entertain, educate, touch, and move” This includes both observing and evaluating our platform rules, so the podcast industry can continue to develop in a safe, genuine way. We will continue to be worthy of this trust by developing the podcast industry for everyone involved – creators, listeners, and advertisers. More and more creators are publishing their podcasts with Spotify, more advertisers are discovering the strength of the spoken word and a full 60% of Swedes who responded to our survey choose to listen to podcasts on Spotify. So it’s not so surprising that documentaries were the most popular genre on Spotify’s own most-listened list this year.Īs Head of Content at Spotify, I’m happy and proud that Spotify is such a strong platform, not merely for music but also for the spoken word. Of course entertainment is an important part of many podcasts, but as many as 7 out of 10 people in this year’s survey also feel that podcasts increase their knowledge of society. In a world where many of us spend increasing amounts of time scrolling our screens, a podcast offers something else. Perhaps it isn’t so strange that podcast listening is growing and becoming more appreciated. And a full 93% of those who listen regularly say they talk about the content of the podcasts with other people. Young people between 18 and 29 listen most. In our annual survey of the Swedish podcast landscape, 40% of respondents now say they listen to podcasts at least once a week. And the content in podcasts inspires discussion. We listen as we travel, clean our homes, or work out. For us, listening to other people’s voices and stories is part of everyday life. Sweden is one of the countries where the podcast market is the most developed. On the way to work I enjoy listening to supporter podcasts, where informed fans discuss the latest happenings on Swedish football pitches, the latest episode of “Stammis”, or a new documentary from Spotify Dok. In 2021, the podcast became a widespread phenomenon, with extremely broad penetration – and at the same time there’s a voice and a story for each one of us. The same applies to the communities created around many podcasts – that only us listeners understand. It becomes an intimate, enthusiastic and personal experience, almost every time we press Play. Almost all podcasts share the sense of proximity we get from another person’s voice in our headphones. But you can also find really niche content that’s only relevant to supporters of a particular sub-culture. On Spotify you can find popular interview podcasts from creators whose star status is close to that of the biggest artists. The very best thing about podcasts is their personal appeal and diversity. Johan Seidefors, Head of Content, Nordics for Spotify There’s a podcast for everyone, and you’ll find it on Spotify.
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