. This year, we expect growth will slow significantly due to the pandemic, but will still increase slightly to 10.3 minutes a day, with Spotify making up 12.7% of digital audio time. Our estimates are averaged out across the US population ages 18 and over.While overall digital audio time is expected to drop as stay-at-home measures disrupt commuter listening habits, Spotify won't see a decline in time spent.
While this is a big deceleration, it's still positive growth due in part to the platform's strong organic user growth, which helps offset some of the drop in listening time, according to eMarketer senior forecasting analyst Oscar Orozsco. This user growth on the platform can be attributed to the company increasing sign-ups through their family plan offerings and Spotify running promotions with Samsung and Google, for example.
Spotify's push into podcasting will help it boost time spent even more — and give marketers access to both ad-supported and Premium podcast listeners. In its Q1 2020 earnings statement, Spotify
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