As of 2017, Spotify had nearly three times as many paying subscribers in Germany as Apple Music did. than Spotify, but it’s well behind in the rest of the world. Apple Music, for instance, has more subscribers in the U.S. It should be noted that Germany is a core market for Europe-born Spotify in a way it’s not for Apple. Nearly all of that movement came in the second half of 2019 from July to December, the percentage point gap between the two went from 25 to 27 to 15 to 11 to 7 to 2. Spotify was well behind at 20 percent.īut by December? The score was a lot closer: Apple 36 percent, Spotify 34 percent. In January 2019, according to that hosting data, Apple Podcasts accounted for 45 percent of all podcast episodes streamed or downloaded in Germany. Spotify has been quite successful at capturing podcast listening, quickly. (If you read German, you can find the full results here.) The data is from German podcast network and hosting and analytics provider Podigee, which looked at anonymized data on how and where Germans consumed more than 6,000 podcasts across 2019. So, is it working? Some interesting new data from Germany seems to indicate yes - and gives us a reminder that platforms aren’t just neutral vessels for all kinds of content. The Swedish streaming giant has made podcasts more central to its apps, negotiated exclusive deals with production companies, and thrown a ton of money around - spending $400 million-plus to buy Gimlet Media, Anchor, Parcast, and most recently The Ringer. February 5, 2020We’ve written a lot (well, Nick Quah has written a lot) about Spotify’s efforts to move in on Apple’s 15-year position as the undisputed No.
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