Apple, Spotify and Deezer seek to cash in on podcast content boom

It shouldn’t come as any surprise that the number of people listening to podcasts around the globe skyrocketed in the past year as more listeners than ever tuned in looking for news and engaging content while locked down due to the pandemic. That momentum shows no sign of easing up based on industry watcher forecasts.

eMarketer estimates that the number of U.S. podcast listeners will increase by 16% year-over-year to 106.7 million in 2021; weekly podcast listenership has more than doubled since 2016. Podcast ad spending in the U.S. is projected to surpass $1 billion this year. 

“Everything tied to music—including (podcast) content—presents huge opportunities for advertisers in Latin America, since many consumers choose to listen to ads in exchange for streaming free digital audio content. Latin America has historically been a very important region for radio consumption. Many users still listen to the radio, but in its digital form instead. This means that old radio spots have gone digital, and digital audio ads have followed suit,” said Matteo Ceurvels, research director for Latin America and Spain at eMarketer.

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