Podcasts have been growing in popularity for years now. But how many young Europeans are listening? Young consumers have been fueling the podcast economy for years now, and the pandemic fueled a rise in listening as Gen Z and Millennials sought more ways to keep entertained at home. In fact, Spotify recently revealed that podcasts gained momentum across age groups last year, with the number of 15-44-year-olds who tuned into shows on the platform growing 34% year-on-year. Meanwhile, Emarketer found that 70 million people in Western Europe listened to podcasts in 2021, highlighting the medium’s increasing presence in young consumers’ lives—and their increasing value for brands. In fact, Europe’s podcast ad revenue is expected to reach €207 million by 2023, a massive increase compared to the ad spend of 2019, which was just under €39 million. A study from Grand View Research also found that the global podcast industry is expected to reach a value of $605 billion in 2027, and Spotify has taken note—the streaming giant has...
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