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Spotify Easily Bests Its Competitors in Listening Time, But Is Overall Engagement Growing? It’s Complicated

Spotify beats Apple and Amazon Music in listening time. But is engagement on the streaming platform growing or remaining stagnant? Here's an analysis.

Podcasts, which are a natural fit for a music service built on audio advertising, offered the promise of keeping people listening longer. But Spotify’s own numbers show its average global user’s listening time has remained steady over the past six years. If Spotify has been able to maintain weekly music listening over the years, it stands to reason that podcasts and audiobooks have provided incremental engagement.

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