Spotify for Podcasters, a discovery and analytics dashboard, has come out of beta, the music streaming service
announced Tuesday. The platform allows podcast creators to submit their shows and view listener demographic and engagement data, such as where people start and stop playback as well as average listening time.
target podcast listeners specifically.
Now, Spotify’s analytics dashboard enables podcast creators — and the advertisers that work with them — to access more data, such as age, gender
and location of listeners, the types of music they tune into, how long they listen to particular podcast episodes and where they start and stop playback.
One of podcast advertising’s biggest criticisms — solved? “In my experience, while podcast ads can result in direct conversions, more often than not, it’s a top-of-funnel broad awareness thing,” Rebekah Bek, marketing manager at Ahrefs, told Marketing Land in our quick-start guide to podcast advertising. A lack of data, difficulties in tracking conversions and attribution have prevented podcast ads from being more widely adopted.
Some podcast networks, ad agencies and other third parties, such as
Nielsen, offer listener data sourced through surveys, but that information is self-reported and not available in real time. Spotify, on the other hand, requires users to sign up for an account and can provide data on demographics and listening habits for potentially all of its users, which may yield more reliable information.
forecasted to exceed $1 billion in domestic revenue in 2021.