Sponsored by Spotify Advertising  •  December 6, 2023  •  5 min read  •

How Spotify’s Tapping Into Podcast Trends

By Emma Vaughn, head of advertising business development and partnerships, Spotify

In 2023, the world went pink in the wake of the release of the highly anticipated ‘Barbie’ movie — so much so that there were even global shortages of certain hues of pink paint.

‘Barbie’ painted the digital world pink, too. In addition to an explosion of social media posts unpacking the film’s themes, the entertainment and pop culture spheres buzzed with Barbie-focused hot takes. Spotify, for instance, saw a 967% week-over-week increase in Barbie-related podcast streams the week after the film’s debut. According to Spotify data, when director and screenwriter Greta Gerwig appeared on ‘The Big Picture’ podcast, it drove a 215% increase in first-run listeners (those who listened within the first eight weeks of the episode’s release).

This substantial digital engagement underscores the increasingly pivotal role of podcasts in shaping and reflecting the zeitgeist, especially among younger generations. 

According to Spotify’s ‘Culture Next’ report, more than half (58%) of Gen Zers feel that podcasts get them closer to modern-day culture than any other form of media. Podcasts are also a prominent way listeners engage with brands. Three-quarters of U.S. consumers say podcast hosts are the most influential figures driving their purchasing decisions — even more so than social media influencers.

Advertisers and podcast publishers are leaning into the surge from vital cultural moments to make the most of the powerful medium podcasts have become. By recognizing that the space is a more intimate one — ripe for deeper connections — and that these listeners are highly engaged even during ad spots, delivering relevant, interesting messaging will be crucial. 

(Spotify’s podcaster trends aren’t just for Barbie.)

This past year was marked by a slew of culturally significant moments — and podcasts were there to drive the conversation around each one.

For example, according to Spotify data, during the final week of May’s Eurovision Song Contest, relevant podcast streams increased by 492% compared to the previous month. Podcast engagement around Eurovision content even outlasted Google search trends for this event, extending into June and July.

In the summer of 2022, the release of Beyoncé’s ‘Renaissance’ album set the stage for heightened fan anticipation, which escalated into a surge of podcast listens in January 2023 as rumors of a tour grew. After the tour announcement on February 1, there was a significant spike in related podcast listenership (+1,025% month over month), with marked increases seen again around the tour’s start in Stockholm on May 10 (+433% month over month) and the first U.S. show on July 12 (+323% month over month), according to Spotify data.

Over in the world of sports,

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