SPOTIFY

Wrap for 2021 Podcasters Shows More People Becoming Audio Producers – Spotify


2020 was an explosive year for creating new podcasts — but 2021 was truly the year of podcasting. The pace of new creations has slowed down a bit, and much more than before, podcasters are getting more creative with their content development and business models. With 1.2 million new podcasts released on Spotify last year, it’s clear that a growing number of people are listening to and creating audio.

This year, we deliver Covered for podcasters To the Creator far more than ever, proving that the Creator’s economy is growing — and rapidly.

We believe that a huge driver of this growth is accessibility to innovative creation tools. Of the 1.2 million new podcasts mentioned above published on Spotify in 2021, more than 1 million have been created using Anchor, our all-in-one podcasting platform. Anchor now owns about 75% of all podcasts on Spotify, most of them from independent producers, so its user behavior gives a great peek at what’s happening in the world of those up-and-coming podcasters.

Anchor offers manufacturers more than just your basic record-and-upload. In 2021, we started offering a variety of features at Anchor that enable podcasters to create, enhance and monetize their content like never before. These include:

We believe that innovation in the experience of creation has a profound effect on the growth of the overall podcast producer economy. And when we look at the 2021 data, the numbers prove that this is what happened.

  • Anchor continues 80% of the new podcasts released on Spotify each year.
  • These independent shows collectively drive incredible engagement: In recent months, more than 40% of Spotify’s monthly podcast listeners have heard at least one show created using anchors.
  • More than 13,000 anchor-powered shows were charted in 2021, making up 35% of the shows on this year’s Spotify chart.
  • As a result of rolling out these new formats, which are unheard of elsewhere, the use of anchor-powered shows tends to spotify worldwide, with about 65% of the cost being borne by Spotify.
  • The market for independent podcasters is really global: the top markets in terms of total new shows created in 2021 are the United States, Brazil, Mexico, Indonesia and India.
  • Central and South America in particular are heading for a thriving economy in the podcast: the fastest-growing market in Anchor in 2021, measured by the average monthly growth of new shows, Peru, Colombia, Argentina, Mexico and Chile.

We’re thrilled to see continued progress in the podcast space as creators grow and make progress. Stay tuned for more to come in 2022!



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