Podcast listening gains popularity in the former EU-5; Facebook goes down, VR's dopamine rush, and TV binging glasses

Podcast listening is gaining popularity in Europe. Almost 70 million people in the pre-Brexit EU-5 (France, Germany, Italy, Spain, and the UK) will listen to podcasts this year, per our estimates. However, the combined number of listeners in those countries is still much lower than the total number in the US (117.8 million). October 8, 2021 [Podcast listening gains popularity in the former EU-5; Facebook goes down, VR's dopamine rush, and TV binging glasses]() Podcast listening is gaining popularity in Europe. Almost 70 million people in the pre-Brexit EU-5 (France, Germany, Italy, Spain, and the UK) will listen to podcasts this year, per our estimates. However, the combined number of listeners in those countries is still much lower than the total number in the US (117.8 million). Looking at the individual countries in the former EU-5, podcast listening is significantly more popular in Spain than among the other countries in the group. With 30.0% of internet users listening to podcasts this year, Spain will have the No. 6 highest penetration rate among the 18 countries we forecast. Among the former EU-5, Spain has the highest podcast listener penetration, but it also shares first place for strongest growth this year (tying with France at 15.9% growth each). In fact, all five countries will show double-digit growth by the end of 2021 except for Germany (9.6%). Continued, but decreasing, growth in all five countries will last throughout our forecast period ending in 2025. Spain’s podcast adoption can, at least in part, be attributed to language. On one hand, several local players are important to Spain’s podcast market, such as PRISA's Cadena SER, iVoox, as well as European podcast company Podigee and Denmark-based Podimo. And Spain's national public radio service Radio Nacional de España (RNE) realized an opportunity and has begun creating podcast-exclusive content, reaching a distribution agreement with Spotify. But on the other hand, people in Spain can access a vast amount of Spanish-language content, including programs created in Latin America, where podcast listening is also gaining popularity. [Read the full article.]() [3 Tactics to Boost Your Holiday Season Campaigns]() With consumer demand on the rise, Q4 is primed for opportunity if you can deploy the right tactics. Join our webinar to discover how you can amplify your campaign efforts with flexible, quick-turn strategies and technology that helps you drive sales and measure the results. [Register Now]() [The Weekly Listen: Facebook goes down, VR's dopamine rush, and TV binging glasses](/ODY3LVNMRy05MDEAAAF__vjF9mdJNTxyuWPSr5QZvlivcabnwp4G9oz3FRntiszk6ktsUHbz8NDsCqlQM6B-QpG7m3s=) On today's episode, we discuss what the ramifications of Facebook going dark might be, the search for virtual reality's (VR) dopamine rush, how optimistic marketers should be, some new augmented reality sunglasses for binging TV, how to future proof your marketing, how to combat employee burnout, why there's still some hope for humanity, and more. Tune in to the discussion with eMarketer principal analyst Suzy Davidkhanian, director of reports editing Rahul Chadha, and director of forecasting at Insider Intelligence Oscar Orozco. ["Behind the Numbers" is made possible by Neustar. Listen in.](/ODY3LVNMRy05MDEAAAF__vjF9mdJNTxyuWPSr5QZvlivcabnwp4G9oz3FRntiszk6ktsUHbz8NDsCqlQM6B-QpG7m3s=) [chart-image](/ODY3LVNMRy05MDEAAAF__vjF9mdJNTxyuWPSr5QZvlivcabnwp4G9oz3FRntiszk6ktsUHbz8NDsCqlQM6B-QpG7m3s=) [Meet the Analyst: eMarketer’s Mcommerce Forecast]() Learn how retailers can reach new mobile audiences. Plus, our principal analyst will break down the latest mcommerce sales forecast, including key trends and growth factors. Join this live eMarketer Analyst Webinar, with presenting sponsor Marketing Solutions, a division of T-Mobile USA. [Register Now]() [The top 10 US retail categories ranked by social media actions](=/ODY3LVNMRy05MDEAAAF__vjF9mdJNTxyuWPSr5QZvlivcabnwp4G9oz3FRntiszk6ktsUHbz8NDsCqlQM6B-QpG7m3s=) Among US retail categories, apparel and accessories has the biggest social media footprint, accounting for 53.3% of all posts and reactions to content, like comments and shares, across Facebook, Instagram, and Twitter in July 2021. [See the chart.](=/ODY3LVNMRy05MDEAAAF__vjF9mdJNTxyuWPSr5QZvlivcabnwp4G9oz3FRntiszk6ktsUHbz8NDsCqlQM6B-QpG7m3s=) [chart-image](=/ODY3LVNMRy05MDEAAAF__vjF9mdJNTxyuWPSr5QZvlivcabnwp4G9oz3FRntiszk6ktsUHbz8NDsCqlQM6B-QpG7m3s=) [Mcommerce to double its share of retail sales by 2025]() Four years from now, eMarketer estimates that mcommerce will account for over 10.4% of all retail sales in the US. To take advantage of that growth, retailers will need to double down on their efforts to find and serve a mobile audience. [Watch now.]() ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence Inc. 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