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December 2, 2020 05:25 pm

Spotify Says It's Dominating the Podcasting Market Because of a Million-Plus Tiny Podcasts

Spotify's $100 million-plus Anchor acquisition is seemingly paying off. From a report: In data released today as part of its annual Wrapped look-back on the year, the company says Anchor, which makes podcast creation software, powered 80 percent of new podcasts on Spotify this year, meaning the software contributed more than 1 million shows to Spotify's catalog in 2020 alone. Overall, Anchor powers 70 percent of Spotify's total podcast catalog, or around 1.3 million out of over 1.9 million shows. People also seem to be listening to that content. Spotify says Anchor shows account for more consumption, in terms of time spent listening, than any other third-party podcast hosting or distribution provider on its platform. (Not counting shows owned or operated by Spotify.) This sounds surprising, at least to me, especially given that big networks like NPR, The New York Times, and Wondery all put their shows on Spotify. But Mike Mignano, head of podcast mission at Spotify, says the data point speaks to the large global podcasting ecosystem that people might not know exists. With more than a million Anchor shows on the platform, listening time adds up fast, even if some shows only have a small group of dedicated fans.

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