Podcast consumption trends and popular content
The European podcasting landscape is quite diverse. But even though podcast consumption and listener behavior can vary across countries, there are many mutual trends. In the United Kingdom, Europe’s largest podcasting market, the audience base has increased for many years, and demand keeps soaring as people look for entertainment, information, or a way to pass the time. Similar to podcast listeners in the UK, who usually consume podcast content while relaxing at home, doing housework, walking, or traveling, many listeners in Germany also tune in while doing household chores or commuting. So, what do audiences listen to? In the UK, comedy stands out as the top genre across various demographics. Meanwhile, sciences, culture, and society were the top podcast genres in France based on downloads in 2021. Zooming in on the most popular podcast titles across Europe, one can see a clear preference for regional content which is broadcast in the markets’ respective languages.Top podcast platforms
Streaming providers have long discovered the value and potential of podcasts for their platforms. As of 2022, Spotify remains one of the leading apps for music and audio across Europe. Survey data highlighted that the Swedish streaming giant is particularly popular with younger audiences, whereas older generations in countries like Germany have also stated a preference for YouTube. Meanwhile, Apple Podcasts tops the podcast charts in France, with nearly half of all listeners enjoying their favorite shows via this platform. Since most of these services offer podcast content for free or as part of a subscription, they generate revenue through the placement of ads during top-performing shows. Podcast advertising spending in Europe has more than doubled since 2020 and is expected to surpass the 200-million-euro mark in 2023. By comparison, podcast advertising spending in the United States is on track to reach two billion U.S. dollars in the same year, highlighting the massive growth potential of the European market.
