In an all-around unforgettable year, 2021 was an especially notable one for Spotify. We’re excited about what we’ve delivered for creators and listeners alike across new features, innovations, and collaborations. As the year comes to a close, we are taking a moment to look back on some of the advances we’ve made over the past 365 days.
More listeners in more places
We have more listeners than ever. As we announced in our Q3 2021 earnings, as of September 2021, Spotify had increased the number of monthly active users and subscribers on the platform by 19% compared to 2020*. This year, we also doubled our global footprint by expanding into 92 new markets, bringing our total to 184 markets globally. New countries on our roster include South Korea, Bangladesh, Pakistan, and many more across Asia, Africa, the Caribbean, Europe, and Latin America. This continued expansion means that the music and voices of more people, places, and cultures can be shared with listeners around the world.
Podcasting for all
At Spotify, we believe that podcasting provides a massive opportunity for creators to entertain, inspire, and inform people across the globe. According to Edison Research and our own internal data, we recently surpassed both Apple and YouTube in the U.S.—the largest podcast market globally—to become the number one podcast platform listeners say they use the most.
The appetite for podcasts has grown among listeners, and we are answering that demand with a catalog that includes 3.2 million titles*. That’s 68% more podcasts (as of September 2021) than were on the platform in 2020. Through November of this year, we launched over 400 new O&E podcasts globally, and throughout the year we signed numerous podcast deals and entered into podcast partnerships with some of the world’s biggest creators and beloved entertainment brands like Dax Shepard’s Armchair Expert, The Joe Rogan Experience (the number one podcast in the world), and Bad Robot. But our passion for podcasts isn’t limited to the U.S. This year, we expanded podcasts into more than 80 markets, including Russia, Egypt, and Saudi Arabia.
Expanding the possibilities for advertising
When we reported earnings in October, we announced that ad revenue had increased 75% year over year. And in November, we surpassed 1 billion euro in annual ad revenue for the first time. New opportunities were created for advertisers with the launch of the Spotify Audience Network, our first-of-its-kind audio advertising marketplace that enables advertisers to connect with listeners enjoying a broad range of music and podcast content. Advertisers now have a way to reach and target audiences listening to Spotify Original & Exclusive podcasts, as well as third-party podcasts from enterprise publishers via Megaphone and Anchor creators. We’ve also introduced podcast ad buying to Spotify Ad Studio, our self-serve ad channel that makes it easy for advertisers of all sizes to reach podcast listeners.
Supporting both established and breakthrough artists
With over 380 million listeners on the platform, there’s a large audience for artists to share their new releases with. The increase in subscribers has led to many major artists, like Drake and Adele, across various genres breaking Spotify records throughout the year.
Spotify has also continued efforts to support up-and-coming artists. We expanded our exclusive offerings with Spotify Singles (including Pride, BNA, Latinx Heritage Month, Are & Be, mint, and Holiday programs) and Spotify x Electric Lady live EPs. We’re supporting artists at all levels through programs like Fresh Finds (for independent artists), RADAR (for global emerging artists), EQUAL (which fosters equity for women in music globally) and Billions Club.
But those aren’t the only ways we are pushing the industry when it comes to artists. We also launched Loud & Clear to increase transparency by sharing new data on the global streaming economy. And we expanded our Charts feature to include artist, genre, and local charts. This allows artists and listeners to dive even deeper into the data.
Inspiring and enabling creation
In order to be the best audio network, we know we need to provide the best-in-class experience and content for our listeners. This means new features and new opportunities for creators to connect with their fans. We launched Spotify Greenroom, adding live audio as part of Spotify’s ecosystem and providing yet another opportunity for creators of all types to connect with their fans more deeply and meaningfully. In November we announced the acquisition of Findaway, the global leader in digital audiobook distribution, to accelerate our presence in the audiobook space. We also introduced Spotify Open Access, which allows listeners to hear third-party content on Spotify. Finally, we partnered with beloved brands like Peloton, Netflix, and Delta to bring exclusive experiences and curated playlists to our listeners.
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