Spotify has launched its first Global Podcast Trends Tour, an interactive exploration of the latest trends in podcasting. The Trends Tour showcases fresh insights and gives a free VIP pass to explore how people are engaging with podcasts.

Most notably, it was found that there’s a new type of influencer on the scene –  63% of people said they trust their favourite podcast host more than their favourite social media influencer. Just call them podfluencers. And Spotify users aren’t just listening to podcasts; they’re watching them, too: globally, average daily streams of video podcasts are up 39% on Spotify.*

While the Podfluencer trend is happening across generations, it’s picking up particular steam with Gen Z: 55% of Gen Zs said that if they follow someone on social media and listen to their podcast, they like their podcast content more than if they only listened.

Key global findings included:

Podfluencers

Podcast hosts build trust with their audience, and they’ve become highly influential in purchasing decisions. 63% of people asked said they trust their favorite podcast host more than their favorite social media influencer. Just call them podcast influencers.

• 55% of Gen Zs told us that if they follow someone on social media and listen to their podcast, they like their podcast content more.
• Nearly half (48%) of Gen Zs and Millennials are more likely to be interested in ads/products when promoted by their favorite podcasters.
• 45% of Millennials and Gen Zs said that when they hear an ad during a podcast, they trust the brand/product being promoted because of the trusted relationship they have with the hosts.

Stream to Screen 

Podcasts aren’t just for listening anymore. Globally, there’s been a +39% increase in average daily streams of video podcasts on Spotify.

• Globally, there have been +64% more video episodes and +78% more video shows (podcasts with at least one video episode) released on Spotify YoY.
• Gen Zs are 18% more likely to watch video podcasts vs. other people who engage with podcasts.

Spotify Global Brand Strategy, Thought Leadership Lead, Jenny Haggard, said: “There’s no denying we’re in the midst of the podcast era as people turn to podcasts to be inspired, informed, educated and much more. And with that, it’s only natural for a new type of influencer to emerge. Through this Podcast Trends Tour we’ve uncovered just how important podfluencers are for marketers looking to connect with audiences in a genuine way. With Spotify’s uniquely engaged audience and innovations in the podcast space, we have made it the perfect place to do just that.”