Pod-Alization: Spotify Releases Fan Study For Podcasters: Top Five Podcast Networks & Shows

Spotify releases its second Fan Study for Podcasters

The study is a collection of data-driven insights about fan listening behaviors. This year, the data showed everything from video podcasts growing in popularity to over two-thirds of listeners craving interactivity with their favorite hosts.

According to Spotify, "Fan Study for Podcasters arms creators with big-picture, industry-level insights – and in addition to these insights, Spotify has provided actionable recommendations for creators. So, creators can both understand more about listening trends and make more informed decisions about how to grow their show on Spotify."

The full Fan Study is available HERE, below is a summary of the key insights from Fan Study 2023:

Being Seen

· Video podcasts are growing in popularity across the spectrum, with comedy (27.55%) emerging as the top category.

· During the daytime (1am to 5pm), audiences are more likely to listen to the audio-only experience of video podcasts. But, when evening rolls around (6pm to midnight), fans tend to watch video podcasts.

Being Heard

· In 2022, people were more likely to start listening to new shows during January, March, July, and October.

· Audiences listen to podcasts more often during the weekdays, with 78% of consumption taking place Monday to Friday and 22% on Saturday and Sunday.

Commutes are prime time for podcasts during the week, with listenership spiking at 8am and 5pm.

Being Connected

· 73% of listeners said they are interested in finding more opportunities to interact with their favorite podcast hosts.

· The number one way people find new podcasts is by hearing about them on a show they already listen to (54%). This is closely followed by recommendations from friends and family (53%) and browsing Spotify (50%).

· Discovery patterns vary depending on demographics. Gen Z are more likely to use social media in their search - 1.5x more likely compared to Gen X or Boomers, who are more likely to turn to articles, blogs, and newsletters.

Podtrac reveals the top five podcast networks and Shows

Podtrac is an independent source for tracking the downloads of podcasts. For podcast fans, here are the top five podcast networks and top five podcast shows for October 2023.

The top five podcast networks are:

1. iHeart podcasts

2. Wondery

3. NPR

4. New York Times

5. NBC News

 It's interesting that, of these top five networks, one is a newspaper (New York Times), one is a broadcast network (NBC), one is owned by an ecommerce company (Amazon), and two began as radio stations (NPR and iHeart).

The top five podcasts for October 2023 are:

1. The Daily

2. Up First

3. Dateline NBC

4. NPR News Now

5. Morbid

 Of these five shows, three are primarily news shows, and two are primarily true-crime shows with admittedly disparate tones. 

Showing true resilience and long-standing appeal, Wait Wait...Don't Tell Me!, the NPR Quiz show, still attracts plenty of listeners, coming in at an impressive #20 after 25 years as a radio show / podcast.