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Podcast listeners spend nearly half of all video-viewing time with ad-free content: Weekly podcast listeners spend 42% of their video time (TV, video streaming, etc.) with ad-free video content. The big three platforms (Apple, Spotify, YouTube) grow: Since 2019, the big three podcast platform oligarchy now has a 64% listening share, up from 55% in 2019. Podcast platform wars: YouTube is now the leading audience destination: When asked which platform they listen to the most to access podcasts, 24.2% say YouTube, followed by Spotify (23.8%) and Apple Podcasts (16%). Podcast video has greater “eyes on” advertising attentiveness than linear television: 58% of weekly podcast listeners say they their eyes are on the screen when podcast ads are playing (“some, most, or all of the time”) compared to only 39% for linear TV, based on Nielsen studies. 43% say they use audio only with no video. Six in ten weekly podcast listeners say they prefer podcasts with video: When asked how they prefer listening to podcasts, 28% say they like a podcast video they actively watch while listening and 29% indicate they have the video in the background/minimized while listening. The Spring 2022 edition reveals valuable insights for content creators and advertisers. “As Paul Feldwick says, ‘Advertising is at least as much showmanship as it is salesmanship builds brands best when it is entertaining, popular and memorable, when it is not just a pitch, but a performance.’ There’s also, of course, a matter of fit with the podcast.”
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“There is a major opportunity to enhance podcast advertising creative as the audience prefers a funny and entertaining approach to the current executions, they hear that are focused on features and benefits,” said Jeff Vidler, President and Founder of Signal Hill Insights. “Podcast advertising reaches millions of younger consumers who have abandoned linear television for advertising-free video streaming services.”
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“Our new Podcast Download Report uncovers a major surge in video podcast audiences as YouTube becomes the most used platform to access podcasts,” said Suzanne Grimes, EVP, Marketing for Cumulus Media and President, Westwood One. Topics covered in the Podcast Download Report include platform usage, content, and advertising. Note: You need Premium to download shows.The eighth edition of the study that examines weekly podcast listeners is part of Cumulus Media’s commitment to share insights and research findings with the podcast community. What’s New shows up to 100 of the latest episodes from your saved podcasts and shows.Įpisodes can be in the list up to 60 days from their release date.
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Find and play podcasts and showsįind latest episodes of your saved podcasts and shows Note: While Spotify doesn’t play ads that interrupt the music listening experience of Premium subscribers, some podcasts may include advertising, host-read endorsements, or sponsorship messages.