Most popular podcast platforms in Italy 2020

Aside from a popular music streaming service, Spotify was the most popular platform among Italian podcast listeners. Its preference rate amounted to 62 percent and was even higher among 18-to 34-year-olds, as 73 percent of them had used Spotify in the previous twelve months.

Spotify on smartphones

In Italy, young listeners made up a significant part of mobile users. In 2018, 2.1 million individuals using Spotify on their mobile devices were aged between 18 and 24 years old, while 25- to 34-year-olds amounted to 1.7 million users. Users over 35 years old reached four million over the same period. Accesses to Spotify through smartphones exceeded PCs and tablets. Only in May 2019, about 2.1 million users used Spotify on their mobile phones every day, while the average daily audience on PC amounted to 41.2 thousand unique users.

The brand Spotify

Being an undisputed player in the online media industry, Spotify was a very well-recognized brand in Italy. Between 2018 and 2019, the audio platform ranked third among the most discussed media brands, with nearly 13 thousand mentions offline and online. In the ranking, Spotify followed Netflix and Disney.