After the growth of the Western podcast market sparked by the crime documentary series “Serial,” podcasting has grown into a global phenomenon. The trend surged even more during pandemic-induced lockdowns, as people sought in-home entertainment. By 2020, it had taken hold in Taiwan as well. With 2021 just underway, two major podcast platforms—Apple Podcasts and the music streaming giant Spotify—are both gearing up with new strategies to capture the global audio market.

According to reports, Apple—originally a platform that charged for music and video—plans to introduce a podcast subscription model this year. This indicates not only that Apple recognizes the podcast market’s growth potential, but also that it intends to face Spotify head-on. Over the past two years, Spotify has invested heavily in audio content, pushing deeply into the podcast space.

In contrast to Apple, Spotify has chosen a strategy focused on “diverse creators” and “diverse topics.” Since signing a high-profile deal with renowned talk show host Joe Rogan, Spotify has continued to recruit other prominent figures—former First Lady Michelle Obama, the Duke and Duchess of Sussex (Prince Harry and Meghan), and various influencers beloved by Gen Z. In 2021, Spotify has gone even further, signing acclaimed African American director Ava DuVernay to develop new audio programming.

Amidst these new strategies, the U.S. and European podcast markets are showing rapid growth. Compared to Taiwan, where popular podcast genres lean toward current affairs, news commentary, finance, and lifestyle—topics closely tied to everyday life—the Western market places greater emphasis on “narrative diversity.” According to industry analysis, Apple’s podcast subscription model could leverage its reservoir of exclusive content—such as interviews with numerous artists available on Apple Music—by converting them into podcasts. Meanwhile, Spotify’s move to sign a wide range of well-known figures—politicians, artists, influencers, and even directors—is aimed at winning with a variety of unique, exclusive programs. A common thread among these creators is their reliance on storytelling: from topic selection to content design, they don’t just focus on trending topics or timeliness, but also strongly emphasize the “story quality” of their podcasts.

For podcast platforms, the challenge lies in understanding market preferences and releasing exclusive shows that attract listeners. For podcast creators, the mission is to craft the most compelling stories possible. In the West, there already exists the concept of “podcast dramas” (think of podcasts as plays) where actors use only their voices to perform a continuous story. It’s not hard to imagine that we may soon see “podcast movies,” allowing people to immerse themselves in captivating narratives at any moment in their daily lives.

後疫情時代：以「多元故事」取勝的播客市場
 

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