The unstoppable rise of podcasts.

MEDIA REPUBLIK > AUDIO, VOICE, PODCASTS > CONVERGENCE MONITOR 2021

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.

Basis: German-speaking persons 14-69 years, 58.297 million, n=1,569; figures in percent Source: AGF Videoforschung in cooperation with Kantar: “Convergence Monitor 2021”.

17,4% people (according to the survey) listened to podcasts at least once a month in 2021, that is +42,6% vs. 2020 and the third strong growth year in a row.

Tab 1 Podcast listeners 2017-2021 PNG | PDF | CSV

ALMOST 50 PERCENT GROWTH IN SMART SPEAKER USE

Basis: Deutschsprachige Personen 14 20202021 69 Jahre, 58,297 Mio., n=1.569; Angabe in Prozent
Quelle: AGF Videoforschung in Zusammenarbeit mit Kantar: „Convergence Monitor 2021“

Tab 2 Smart speake use 2018-2021 PNGPDFCSV

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.

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