The three national broadcaster apps we tracked (BBC Sounds, NPR One, CBC Listen) had mixed fortunes, but all have solid adoption. With music, they were sitting on the shoulders of a decade of experience learned by Apple’s iTunes. In many respects, radio broadcasters have a greater chance of being power players in podcasts because their decades of programming expertise will take time for streaming services to learn. They were not going to sit back and let streaming services then go and steal their older, spoken word audiences without a fight. National broadcasters faring well: Radio broadcasters lost their younger music audiences to streaming.It has taken Amazon years to start winning back the spend of its music consumers, but it could tolerate that inconvenience as it makes most of its money elsewhere. If it did not go big with podcasts it was always at risk of losing share of ear as podcasts grew, in the same way Amazon lost CD buyers to Apple’s iTunes. Spotify knows that its users over index for podcasts – 28% use them weekly, compared to 15% of overall consumers. Spotify is betting big on podcasts, but this bet is as defensive as it is offensive. considering Apple Music and Apple’s podcast apps separately – Spotify has quickly established a leading position across all markets surveyed except the US. Spotify the leading single platform: In terms of single platforms – i.e.However, when Apple Music is factored into the equation, Apple remains the leading platform. MIDiA’s Q4 Tracker data shows that among regular podcast users, Spotify is very nearly but not quite the leading platform in the US, just trailing Apple’s podcast app – though the difference is so small that it could be within margin of survey error. Apple still leads overall: A recent report showed that Spotify has become the leading podcast platform in the US. These are the high-level findings (you can read more about our methodology here): The podcast platform data from MIDiA’s Q4 tracker is in.
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