Aside from a popular music streaming service, Spotify was the most popular platform among Italian podcast listeners. Its preference rate amounted to 62 percent and was even higher among 18-to 34-year-olds, as 73 percent of them had used Spotify in the previous twelve months.
Spotify on smartphones
In Italy, young listeners made up a significant part of mobile users. In 2018, 2.1 million individuals using Spotify on their mobile devices were aged between 18 and 24 years old, while 25- to 34-year-olds amounted to 1.7 million users. Users over 35 years old reached four million over the same period. Accesses to Spotify through smartphones exceeded PCs and tablets. Only in May 2019, about 2.1 million users used Spotify on their mobile phones every day, while the average daily audience on PC amounted to 41.2 thousand unique users.
The brand Spotify
Being an undisputed player in the online media industry, Spotify was a very well-recognized brand in Italy. Between 2018 and 2019, the audio platform ranked third among the most discussed media brands, with nearly 13 thousand mentions offline and online. In the ranking, Spotify followed Netflix and Disney.
The question was phrased by the source as follows: "Quali fra le seguenti piattaforme/applicazioni per podcast e audiolibri ti è capitato di utilizzare negli ultimi 12 mesi? Seleziona tutte le risposte che ritieni opportune."
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YouGov Italy. (January 14, 2020). Most popular podcast platforms in Italy in 2020 [Graph]. In Statista. Retrieved December 12, 2024, from https://www.statista.com/statistics/1088196/most-popular-podcast-platforms-italy/
YouGov Italy. "Most popular podcast platforms in Italy in 2020." Chart. January 14, 2020. Statista. Accessed December 12, 2024. https://www.statista.com/statistics/1088196/most-popular-podcast-platforms-italy/
YouGov Italy. (2020). Most popular podcast platforms in Italy in 2020. Statista. Statista Inc.. Accessed: December 12, 2024. https://www.statista.com/statistics/1088196/most-popular-podcast-platforms-italy/
YouGov Italy. "Most Popular Podcast Platforms in Italy in 2020." Statista, Statista Inc., 14 Jan 2020, https://www.statista.com/statistics/1088196/most-popular-podcast-platforms-italy/
YouGov Italy, Most popular podcast platforms in Italy in 2020 Statista, https://www.statista.com/statistics/1088196/most-popular-podcast-platforms-italy/ (last visited December 12, 2024)
Most popular podcast platforms in Italy in 2020 [Graph], YouGov Italy, January 14, 2020. [Online]. Available: https://www.statista.com/statistics/1088196/most-popular-podcast-platforms-italy/