Spotify, the audio-streaming service, is convinced that podcasts will fuel its brand ambitions.

“Becoming the world's number-one audio platform is a big mandate for us,” Dawn Ostroff, Spotify’s chief content officer, explained at SXSW 2019 in Austin, Texas. “And podcasting obviously plays a big role in that.”

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Dawn Ostroff, chief content officer, Spotify

As evidence, Ostroff cited an extremely positive third-party 2019 forecast, in the form of “The Infinite Dial”, a US study by insights provider Edison Research and digital-audio technology company Triton Digital:

  • 144 million people – or half of the American population – will listen to podcasts (up 17 million year on year);
  • 90 million Americans will participate in this activity on at least a monthly basis (an increase of 20 million from 2018);
  • 62 million people will do so weekly (a 14 million lift compared with the previous 12 months).