Global study identifies the rise of the ‘podfluencer’


Spotify has launched its first Global Podcast Trends Tour, an interactive exploration of how we’re engaging with podcasts.

Most notably, it found that there’s a new type of influencer on the scene: the ‘podfluencer.’

63% of people said they trust their favourite podcast host more than their favourite social media influencer.

While the podfluencer trend is happening across generations, Spotify says it’s picking up particular steam with Gen Z.

55% of Gen Zs said that if they listen to someone’s podcast AND follow them on social media, they like their program content more than if they just listened to the podcast.

Spotify AU/NZ Podcast Account Director Sam Moles says “Podcasts continue to be one of the best ways for brands to reach audiences, mixing scale with high trust scores.”

“Significantly, our latest report also shows that podcast listeners are becoming podcast watchers on Spotify. Podcasts with video episodes have seen a 39% increase in average daily streams, and Gen Z are 18% more likely to engage with video podcasts.”

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