Spotify credits podcast popularity for 24% growth in subscribers plus, B2B comes of age as marketers find new opportunities

Feb 2021  Radio News

Spotify, Clubhouse, The Archers, spotify podcast

Spotify credits podcast popularity for 24% growth in subscribers

Spotify recorded a doubling in podcast listening hours in the fourth quarter of 2020, as locked-down listeners hunting for entertainment tuned in to Michelle Obama and the Duke and Duchess of Sussex, driving a Wall Street-beating 24% year-on-year increase in paying subscribers.

The audio streaming company, which now has 155 million paying customers, saw its total monthly user base, including those on its free, advertising-supported tier, grow 27% year-on-year to 345 million.


B2B comes of age as marketers find new opportunities

B2B marketing is undergoing a transformation as businesses innovate and experiment with their media choices, including a newfound interest in digital audio, a new WARC study in association with audio streaming service Spotify finds.

Four stats from the Changing Channels in B2B report:

  • Two thirds of B2B marketers globally in the tech and telco sectors intend to increase their digital audio budgets in 2021.
  • Half are experimenting with channels they have never tried before as they seek to drive reach.
  • Four fifths agree that they need to be more focused on building strong brands.
  • Half are actively trying to find new ways to tell their brand story.


Countdown to World Radio Day 2021 begins with Radiocentre

In the run-up to World Radio Day on Saturday 13th February, Radiocentre is looking at five reasons why radio has been a #ForceForGood over the past year, and calling on radio stations and listeners across the UK to share their own reasons.

Each day Radiocentre will look at the work the UK audio industry has done to make a difference.

Kicking off on Monday with ‘Keeping the nation smiling’, looking at radio’s work with charities on Tuesday, on Wednesday they will explore trust in news, Thursday will look at how radio helps to keep people connected and Friday’s focus will be on mental health.


David Miliband to speak at Tuning In: Advertising In Uncertain Times

Radiocentre’s latest Tuning In livestream will take place at 9.30am on Tuesday 2nd March.

The two hour event, for advertisers, marketers and media professionals, will provide observations, guidance and tips for navigating uncertain times. Registration is free.

Heart presenter Pandora Christie will host the event, with confirmed speakers including former Secretary of State David Miliband, who will provide a political overview during these uncertain times, looking at what a post Covid, brexit and Trump future may be like for businesses.




More News

As the temporary norm evolves, we’ll keep updating you with the latest news and research, and why audio is such an important tool in light of the current climate. For more radio or podcast advertising insight, call a member of the team or get in touch here.

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