Spotify: Millennials and Gen Zs enjoy diverse creators and podcasts

Spotify recently released an original exclusive podcast titled “Balada Onggok si Anak Durhaka”, produced by The PODKESMAS Asia Network, the most listened to podcast network in Indonesia with over 100 million streams.

At the online launching event, Head of Studio for Spotify Southeast Asia Carl Zuzarte shared the journey of the Spotify podcast in Indonesia. Back in December 2019, Spotify released the Indonesian Exclusive. By September 2020, the special content has grown to 23 exclusive podcasts and 5 original podcasts. 

He also shared Spotify’s strategies in introducing podcasts to the Indonesian market as well as its innovations. 

From 2004 to 2018, there were not many innovations in this type of audio-based content. Spotify then stepped in and changed the game by discovering new talents as well as curating and customising its content. Building catalogue based on categories is one of Spotify’s main strategies.

“More content means more listeners. With more listeners coming in, the more we can invest in content and creators,” Zuzarte said. 

He explained that according to Spotify’s Culture Next: 2021 report, 62% of millennials and 42% of Gen Zs in Indonesia said that they have been enjoying more diverse creators and podcasts since last year.

Podcasts are becoming more and more popular because nowadays people are resorting to audio as a way to distress and relax while being away from the screen. 

Today, Spotify manages 2.5 million podcast titles globally with 365 million monthly listeners. “We saw a 95% year-on-year increase compared to last year. The number of creators in podcasting is becoming so much bigger and the ecosystem is growing so much faster. ” Zuzarte added.