Week in review: US leads the global podcast market

Plus: Instagram contributes over half of Facebook's US ad revenues November 7, 2021 /ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc= [Week in review: US leads the global podcast market]() The US is the undisputed front-runner within the global podcasting ecosystem, in terms of both content production listener adoption. In 2021, 40.0% of US internet users will listen to a podcast at least once per month. No other country comes close to matching this figure (Sweden, home of Spotify, will be in second place with 34.6%). The US will also have the most monthly podcast listeners, at 117.8 million—over 40 million more than our aggregate figure for Europe. China will be in second place, with 85.6 million listeners. This year, for the first time, more than half of all digital audio listeners in the US will also be podcast listeners. By the end of 2024, that figure will cross the 60% mark. Among digital consumers in the US, podcast listening has become mainstream in a surprisingly rapid fashion. - To drive home the point, 35.2% of the US population will listen to a podcast at least once a month in 2021. That figure was 14.3% as recently as 2015. Thanks to the enormous US-made library of podcast content, English speakers around the world have a wider array of shows available to them than non-English speakers do. This smooths the path for podcast adoption in countries with high levels of English-language proficiency. [Read the full article.]() [Webinar: Building the Perfect CTV Ad](=/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) What type of creative elements are needed to develop a high-performing commercial? Learn what you’ll need to know to evaluate your own ad creative and how AI can help determine what works best with your target audience. Join eMarketer’s live Tech-Talk Webinar, presented by MNTN. [Register Now](=/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) /ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc= [How The Vitamin Shoppe is using consistency, CX, and data to fuel healthy growth](=/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) When unexpected market trends put more focus on health and wellness, The Vitamin Shoppe placed their customers center stage. Watch Industry Voices: Spotlight on CPG with Nadina Guglielmetti, marketing executive at The Vitamin Shoppe, to hear how precise investments in the customer journey can lead to big payoffs—in awareness, engagement, and credibility. [Watch now.]() =/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc= [For the first time, Instagram contributes over half of Facebook's US ad revenues](=/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) For the first time, Instagram will make up over 50% of parent company Facebook's $50.30 billion in net ad revenues in 2021. [Read the full article.](=/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) [chart-image](=/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) [Podcast: How ad spending in the US is changing, Gen Z's ad tastes, and Apple Podcasts' subscriptions]() On this episode, we discuss the major contributors toward digital advertising's growth this year, what the ceiling is for mobile ad spending's share of the total ad market, and whether TV ad dollars are actually on a downward trajectory. We then talk about Gen Z's ad preferences and the prospects for Apple Podcasts' in-app subscriptions. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Peter Vahle. ["Behind the Numbers" is made possible by Tinuiti. Listen in.]() [chart-image]() [Shopify is pushing into cross-border commerce in a bid to attract larger merchants](/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) Shopify’s cross-border features show it’s shifting away from smaller sellers: The platform rose to popularity in part due to supporting mom-and-pops, but its newest international-focused features show it’s going all in on its biggest clients. [Read the full article.](/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) [chart-image](/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) [Podcast: How much did 'Squid Game' help Netflix, inflated TV ad spending, and a single TV currency]() On this episode, we discuss the most interesting takeaways from Netflix's Q3 earnings, how much of a boost "Squid Game" gave them, and what the rest of the year has in store for the streaming giant. We then talk about whether TV and social media ad spending is inflated compared to their respective daily consumption and whether a single TV currency is possible. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes. ["Behind the Numbers" is made possible by Tinuiti. Listen in.]() [chart-image]() [Google, Facebook, and Amazon to account for 64% of US digital ad spending this year](/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) US digital ad spending will soar past $200 billion this year, marking 38.3% growth from 2020. The triopoly of Google, Facebook, and Amazon will make up 64.0% of all US digital ad spending this year, about the same share they possessed in 2020. [Read the full article.](/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) [chart-image](/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) [Podcast: How Apple's iOS changes are affecting Snapchat, following brands, and young Instagrammers]() On this episode, we discuss the most interesting takeaways from Snapchat's Q3 earnings, how Apple's iOS changes are affecting Snapchat, and where the social media company will be by the end of the year. We then talk about where people prefer to follow their favorite brands and how concerned Instagram is about losing young people. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg. ["Behind the Numbers" is made possible by Tinuiti. Listen in.]() [chart-image]() [3 new things in tech: Facebook goes Meta, chip shortages cost Apple, and Nike takes on virtual goods](/ODY3LVNMRy05MDEAAAGAmXb1VlXGoyEoOIPb0Mfg4p3Mt9X4C2dyklVgJ2HJ36H62wSyGYtHeMPHReFdgGsK0qkvDqc=) Read the latest tech stories from Insider Intelligence. 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