Spotify video podcasts consumption is booming across the old continent, driven by a growing appetite for on-demand audio content. According to Spotify’s latest data, several European countries are seeing sharp rises in podcast listeners, with Spain and France showing particularly strong growth. The Swedish company is driving demand by tailoring content to local tastes and by investing in new formats like video podcasts.

In a recent report by the music streaming company, Spain has emerged as one of the standout markets for Spotify’s podcast expansion. Over the past year, the consumption of these kinds of shows in the country has risen by more than 30%, making the southern European country one of the top five European nations in terms of active podcast listeners. According to Spotify, one in three users in Spain is now tuning into podcasts, a rising popularity thanks in large part to the adoption of video podcasts. The format has seen a 70% growth in consumption, with nine out of ten users preferring to actively watch rather than just listen. This has made the Spanish market the second-fastest-growing European country for video podcasts.

The rise in podcast consumption is not limited to Spain. France, for which market Spotify also reported data recently, is witnessing a significant uptick. Spotify’s first Francophone content report revealed that more than 100 million users globally engaged with French-language audio (including podcasts) over the past year. The platform attributes this growth to the increasing production quality and diversity of French-language content and Spotify’s initiatives to promote local creators.

Rising cross-country podcast listening

French-speaking podcasters are now reaching listeners far beyond their home market, boosted by Spotify’s cross-border playlisting and global recommendations​. According to the CIA, French is spoken by 3.6% of the world’s population, and it is the official language of 27 countries.

Video podcasts are also faring well internationally. According to Spotify, global video content consumption on the platform has increased by nearly 50% in the past year. Generation Z has been especially receptive to this format, with a 130% rise in video content consumption among younger users. In response to this trend, Spotify has been ramping up its video podcast offerings.

Other than cross-border playlisting, Spotify is pushing AI forward in its audio streaming giant. It has launched Playlist AI. This feature, implemented early this year, allows users to find the sequence of tracks they are looking for by suggesting a theme and music genre to the Spotify software via a prompt.

Local podcasters rise to fame

The two most successful tactics Spotify has used in Europe are novel formats and localised content. Through its RADAR Creators program, which was designed to assist up-and-coming artists in expanding their audiences, the firm has been assisting these creators. As part of the campaign, five podcasts in Spain were chosen to receive editorial, marketing, and promotional help.

The broader European market is seeing similar trends. Countries like the UK (whose listeners saw price increases this year), Germany, and the Nordic nations are all seeing double-digit podcast growth. According to Spotify, younger listeners are spearheading the trend because they like the variety and flexibility that podcasts provide over traditional radio.