It recently began calling attention to quality podcasts, through increased editorial curation. Spotify’s investments have empowered podcast creators and advertisers through its proprietary hosting, creation, and monetization tools,” he said.Īpple today still seems to be experimenting with podcasts. “Apple was the de facto destination for podcasts for a long time, but in recent years, it has not kept up with Spotify’s pace of investment and innovation in podcast content and technology. “By putting podcasts and music in one place, Spotify quickly became the convenient one-stop-shop for everything digital audio,” noted eMarketer forecasting analyst Peter Vahle. In other apps, making the jump between music and other audio is easier - and there are even ways to listen to music and podcasts combined, as with Pandora Stories or Spotify’s Shows with Music and its other mixed-media playlists. That means it’s missing out from some of the crossover that occurs when someone is streaming music or thinking of doing so, but then decides to listen to podcasts instead and vice versa. Apple, unlike other streaming music services - including Spotify, Amazon, and Pandora, for example - has split off podcasts into their own app instead of offering an integrated experience with music and podcasts combined.

Apple music vs spotify market share