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New parents amped up their podcast listening and smart speaker use in the last year, according to Spotify.

Dec 16 2021

New parents amped up their podcast listening and smart speaker use in the last year, according to Spotify. A new report from the music streaming giant says that the number of 15-44-year-olds who turned to podcasts on the platform grew by 34% year-on-year, largely in part to “an influx of audience segments like moms, dads, and new parents.” The total time spent listening to podcasts by moms, dads, and new parents grew by 83%. Meanwhile, smart speakers rose in popularity among Spotify users globally in 2021, with total listening time growing by 29% year-on-year. This also grew among parents, with 63% reporting that they’ve listened to music and podcasts through smart speakers. YPulse’s TV and Entertainment research found that 72% of Millennial parents listen to podcasts, and our research also shows they have been some of the earliest adopters of smart speaker tech. (Business Insider)