Not only video on demand: in Germany, 2021 has been the year of podcasts. This is the conclusion of the Convergence Monitor 2021, published by the market research institute Kantar on behalf of AGF Videoforschung.
More listeners that listens more and more often.
After video-on-demand in 2020, in 2021, digital audio content won the trophy for the strongest increase in usage in Germany. Not only has the number of podcasts increased rapidly in recent years, the number of listeners of podcasts is also booming.
The number of people who listen to a podcast at least once a month has risen by 42.6 percent compared to the previous year. These rapid growth rates are already clear for the third year in a row.
In the meantime, 17.4 percent of respondents between the ages of 14 and 69 say they listen to a podcast at least once a month.
Smart speakers are on the rise in Germany.
Using smart speakers grew by almost 50 percent in 2020, albeit at a comparatively low level: you find Alexa & Co. in 11.4 percent of households. That is 31.0 percent more than in 2020.
The Convergence Monitor Report, Audio Content section.
- AGF Videoforschung GmbH, TV Audience Measurement (DEU/ENG)
- Podcast-Nutzung steigt erneut stark an | AGF Press Release September 2021 (ENG)
- The State of podcasting in Germany, M2C2, May 2021