Podcast Stats Soundbites – Smart Speakers
In this edition of Podcast Stats Soundbites we take a look at intelligent assistants and smart speakers. Smart speakers–speakers that contain or work with Google Home, Alexa, and Apple HomeKit to control smart home features, start vehicles, and play music & podcasts–growth surged in 2018. It’s the latest in the tech giants land grab for an ever increasing slice of our lives. But what impact, if any, will the growth of these gadgets have on the podcasting space?
Podcast Stats Soundbite 1: Smart Speaker Podcast Download Growth Rate
In 2018, smart speaker growth was fast. Really fast. Like, “they’ve gone to plaid” fast.
According to Blubrry’s proprietary, IAB Tech Lab Certified, podcast statistics, year over year growth from February 2018 through February 2019, market share of podcast downloads via smart speaker grew at a rate of more than 2,500%. No. We didn’t miss a decimal. 2,500% growth, year over year.
Podcast Stats Soundbite 2: Smart Speaker Podcast Download Total Market Share
But–and there’s always a but–smart speaker use for podcast listening is still relatively small compared to other channels. Podcast downloads via smart speaker accounted for only 1.8% of total downloads. Small, yes, but it’s now larger than podcast downloads via tablets. And if we extrapolate to February 2020, with straight line growth based on the 2018 pattern, podcast downloads via smart speaker could be closing in on 3% market share.
What Might This Mean for Podcasters?
For starters, you probably shouldn’t freak out and change all the things. But, it’s probably a good idea to make sure you are positioned well for discovery via voice search. Just like traditional text-based search, it’s important to be at the top of search results for queries related to your podcast. But, given the user experience for smart speakers, that top search result becomes even more important. One easy thing to do: make sure that your audience knows to ask their smart speaker for your show.