Spotify's 'Plays' Metric Revolutionizes Podcast Analytics: What Creators Need to Know Now
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Audio Advertising Doubles Movie Marketing Reach: New Research Shows AM/FM Radio Outperforms TV for Theatrical Releases
New research reveals that audio advertising—through AM/FM radio, podcasts, and streaming music—represents a significantly underutilized marketing platform that could dramatically enhance movie launches and streaming video subscriptions. Despite entertainment marketing budgets allocating just a fraction to audio compared to linear TV, studies show that reallocating just 20% of TV budgets to audio channels can double campaign reach with no additional cost, particularly among younger demographics and light TV viewers.
The research demolishes common assumptions about visual media requiring visual ads, with audio listeners proving to be more avid moviegoers who are more likely to attend opening weekends and immediately watch new streaming releases. Creative testing reveals that effective audio ads should focus on storytelling with clear plot explanations rather than mood-setting, using slower narration with background music that doesn't overwhelm the message—contrary to many current practices in entertainment advertising.
Audio Advertising Creates Powerful Multiplier Effect for Brands, New WARC Study Reveals
WARC's latest report, "The Multiplier Effect," demonstrates how successful brands are leveraging audio advertising to achieve both brand-building and performance marketing goals simultaneously. The research, developed with partners including Analytic Partners and System1, reveals that audio drives up to 30% of search clicks and nearly one in five branded search actions, yet often receives inadequate credit in traditional attribution models. Case studies like Saatva's shift from paid search to radio and podcast advertising showcase how audio can deliver tangible revenue results and improved margins even during category downturns.
The report emphasizes that leading marketers are utilizing audio as a full-funnel tool rather than merely a branding vehicle, with high-performing brands typically allocating at least 30% of their budget to equity-focused campaigns that include radio and digital audio. By employing consistent creative assets across channels, bringing brand and performance teams together around shared objectives, and investing in more sophisticated measurement practices, marketers can harness what WARC describes as the true "multiplier effect" — where brand building and performance marketing work in tandem to drive superior business outcomes.
🎙️Diversity's Ashley Banjo, Jordan Banjo and Perri Kiely launch new podcast Brothers Uncovered
Launching on Friday 9th May, Brothers Uncovered is the new weekly podcast from Ashley and Jordan Banjo and their honourary brother, Perri Kiely.
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Spotify's 'Plays' Metric Revolutionizes Podcast Analytics: What Creators Need to Know Now
Spotify has thrown its hat into the analytics ring with the introduction of "plays" - a new metric designed to show which podcast episodes are resonating most with audiences.
This isn't just another number to track; it's a fundamental shift in how creators can understand engagement across both audio and video podcast content. By offering a clearer picture of active consumption rather than just download counts, Spotify is acknowledging what many of us have known for years: the podcast industry desperately needs better, more transparent measurement tools that reflect how people actually consume our content.
Spotify announced on May 6, 2025 that they're introducing "plays," a new podcast metric to help users see which podcast episodes are most popular and give creators deeper insights into how their content resonates with audiences. The metric captures engagement across both audio and video content on their platform, reflecting active listening or watching of episodes.
The Key Points:
Plays will measure active engagement across both audio and video podcast content
The metric will appear across the Spotify app and in Spotify for Creators and Megaphone dashboards
Consumption hour metrics will now be available to all creators in Spotify for Creators, regardless of hosting platform
Monetization criteria remain unchanged, still requiring at least 60 seconds of engagement
The rollout begins this week, offering near-immediate performance snapshots
Why It Matters
This matters because podcast creators have long struggled with incomplete analytics, often relying on download numbers that don't tell the full story of audience engagement. Spotify's plays metric offers a more accurate picture of which episodes actually capture attention, giving podcasters actionable insights to optimize their content for success and build loyal audiences "that come back week after week." By measuring active engagement rather than passive downloads, creators can finally understand what content truly resonates.
The Big Picture
For podcasters and producers, this evolution marks a significant opportunity to make more informed content decisions. Having access to both plays and consumption hours means creators can now distinguish between episodes that attract initial interest versus those that maintain deep engagement.
Practically speaking, producers should begin developing workflows that analyze these metrics in tandem - identifying high-play but low-consumption episodes for format improvements, while doubling down on content styles that drive both metrics.
The industry benefits from this push toward standardized engagement metrics, potentially making podcast advertising more attractive to brands seeking evidence of genuine audience attention. This also reinforces the growing importance of video podcasting, as Spotify's plays metric captures engagement across both audio and visual formats - further evidence that the modern podcast strategy must accommodate both consumption styles without abandoning either.
Podcast Download Accuracy: Study Reveals Rephonic Estimates Only 52% Accurate. A recent study comparing actual podcast download numbers from 14 shows across different popularity tiers found that Rephonic's listener estimates achieve only 51.6% accuracy on average, confirming the platform works well for directional guidance but lacks precision for advertising pricing or detailed planning.
Emma Grede Launches 'Aspire' Podcast with Audacy Featuring Billionaire Entrepreneurs and Business Leaders. Audacy has launched "Aspire with Emma Grede," a weekly audio and video podcast hosted by the SKIMS founding partner and Good American CEO featuring conversations with successful business leaders like Gwyneth Paltrow and Mark Cuban, delivering practical business insights and strategies that became available on May 6, 2025, across all major podcast platforms.
UK Audio Excellence: Clara Amfo and Gok Wan to Present The ARIAS 2025 at ODEON Luxe Leicester Square. BBC Radio 1's Clara Amfo and Magic Radio's Breakfast Show co-host Gok Wan MBE will present the prestigious ARIAS 2025 awards on May 14th at Leicester Square's ODEON Luxe, celebrating excellence across the UK audio industry with 21 award categories and featuring star presenters including Nick Grimshaw, Greg James, and Ken Bruce.
PodX Group Acquires Lemonada Media: Global Podcast Giant Enters US Market. PodX Group, a leading international podcast company based in Stockholm, is acquiring a majority stake in Lemonada Media, one of the top three independent podcast networks in the US known for hit shows like "Wiser Than Me with Julia Louis-Dreyfus," marking PodX's first entry into the American market while allowing Lemonada to continue operating under its existing leadership and brand.
Flightpath to Launch Predictive Video Analytics Platform at Podcast Show London 2025. Flightpath, the industry's leading predictive analytics platform for on-demand media, will unveil a groundbreaking solution at The Podcast Show London on May 21st that unifies audio and video analytics under a single intelligent framework, helping publishers accurately forecast campaign availability and performance across multiple platforms including YouTube.
Smart TV Podcast Listening Surges to 8%: New Data Reveals Surprising 55+ Demographic Trend. Smart TVs are emerging as a significant platform for podcast consumption at 8% of primary listening, with surprising popularity among older demographics and flexibility between audio and video formats, challenging assumptions about how audiences access podcast content.
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