
Last week, hundreds of artists, publishers, creators, and individuals working in the audio industry met up in Germany for Spotify's All Ears Podcast Summit and All Music Friday Summit. The events offered a chance for attendees to hear from experts in their fields and gain insights on reaching larger audiences across podcasting and music.
Welcoming the podcast industry to Wilhelm Hallen The 2023 All Ears Podcast Summit made history as the largest-ever podcast event in Germany. Experts from production, marketing, publishing, and advertising presented, shared advice, and connected. The conference, which spanned five stages at the Wilhelm Hallen conference center, included panels, interviews, workshops, and live podcast recordings.
For the Record had the chance to talk to Saruul Krause-Jentsch, Spotify's Head of Podcast in Germany, who shared more about the summit.
Podcasts are an important audio entertainment medium in Germany, about which, in which, and with which there is a lot of discussion, she noted. We generally take great pleasure in exchanging ideas with all our partners, creators, and competitors. Spotify is the most important podcast pioneer in Germany, not only because of our great content, but also because of the technology and tools we have available for creators. This event helps guide the conversation of the future of podcasting while also sharing more about our creator-focused mission with Spotify for Podcasters.
Credit: Frameshock Productions
Credit: Frameshock Productions
Credit: Frameshock Productions
NEXT
Advertising avenues for podcasters We know that advertising is an important topic for our creators, so we dedicated an entire stage to this subject. Spotify and industry experts discussed the growth potential of podcast advertising and how to successfully market shows to target audiences. Kristiana Carlet, Head of International Advertising Sales at Spotify, took the stage to welcome the crowd and highlight some of Spotify's tools like the recently launched broadcast-to-podcast feature and our Podsights reporting. She shared:
By now, it's evident that podcasts are no longer emerging. Podcasts are now an important part of our lives-an essential way we connect to the world, our communities, and ourselves. They are a mainstream medium, and they are increasingly becoming one of the best environments for a brand's advertising, with extensive targeting and measurement that you would expect from digital media.
Podcasts today reach over one in four Germans every month. And on Spotify, we see German users spend over 50 minutes per day listening to podcasts. As podcast consumption continues to grow, we're continuing to invest in tools and resources for creators, publishers, and advertisers in Germany.
Yves Brunschwiler, Head of Sales for Central Europe at Spotify, also graced the stage for a panel discussing the current podcast advertising market from a marketing perspective. When asked if the podcast industry has really managed to grow beyond a niche curiosity and fully mature in just a few years, he replied:
I think it has-our podcast business continues to surpass even our own high expectations. Since launching podcasts five years ago, we've gone from practically zero market share and a handful of podcasts to being a global leader in the market with more than 5 million podcasts on the platform in more than 180 markets. And our investments are paying off: Since we launched the Spotify Audience Network in the U.S. in 2021, we have seen a 700% increase in publishers and a 500% increase in advertisers' participation. Spotify continues to be at the forefront of audio culture, helping listeners celebrate their individuality and discover new audio content-including ads-on a global scale.
Music to their ears The podcast community wasn't the only group learning and networking in Berlin last week. The All Music Friday Summit also took place at the Wilhelm Hallen conference center. This first-of-its-kind business event brought together artists from different genres and participants from across the industry. Ranging from keynotes and panels to fireside chats and master classes, the day's talks were filled with professionals listening and learning about all aspects of the business. And, naturally, there was plenty of live music to enjoy.
We asked Conny Zhang, Spotify's Head of Music for Germany, what she hoped people would take away from the summit:
Our mission was to create the best event for emerging and established artists, and the best experience for artists and listeners. The All Music Friday Summit brought the German music industry together in this capacity for the first time and was a place of exchange, learning, and networking. We wanted to highlight and amplify artists who were willing to share their experiences and paths to success. In the program we had sessions for producers and songwriters, discussions about management philosophies, and tips for social media and content creation. We talked about trends, global music discovery, and the future of music. And of course, fun was an important part of the program!
Credit: Frameshock Productions
Credit: Frameshock Productions
To learn more about the events and presentations, visit the All Ears and the All Music websites.
More from Spotify
07/05/2025
Discovering music should feel effortless and fun. That's why Spotify continu...
06/05/2025
In Colombia, music isn't just background noise-it's center stage. It'...
06/05/2025
En Colombia, la m sica no suena de fondo: es el centro del escenario. Es el cora...
06/05/2025
At Spotify, we always seek ways to connect users with their next favorite podcas...
06/05/2025
Since Spotify's 2019 launch in India, the growth of the country's local ...
05/05/2025
As Europe gears up for the Eurovision Song Contest 2025, Spotify is celebrating the spirit of unity and musical legacy with a new series of Spotify Singles. Fiv...
02/05/2025
Updated May 2: In a victory for consumers, artists, creators, and authors, Apple...
02/05/2025
Since 2022, Spotify and FC Barcelona have brought the worlds of music and footba...
02/05/2025
With more than 678 million users worldwide tuned in to Spotify, we're at the heart of music and culture. Our unrivaled global community of artists, songwrit...
01/05/2025
After four years of lectures, study sessions, exams, and parties, college senior...
30/04/2025
EA SPORTS FC 25 fans in Australia and Saudi Arabia, get ready to immerse yourselves in the beautiful game like never before. Spotify is excited to announce a n...
30/04/2025
The past year has been nothing short of a whirlwind for Tucker Wetmore. After th...
30/04/2025
Mexico's love for podcasts is no longer a trend-it's a lifestyle. With m...
29/04/2025
Idag rapporterar vi f r det f rsta kvartalet 2025, och vi inleder ret starkt med ett resultat som vertr ffar f rv ntningarna inom v ra nyckeltal. Vi levererad...
29/04/2025
Today, we announced our first quarter 2025 earnings, starting the year off strong by outperforming across key metrics, including the highest Q1 Subscriber net a...
29/04/2025
April is Arab Heritage Month, a time to celebrate the vibrant creators from acro...
28/04/2025
Podcasts have become a cornerstone of the Spotify experience, evolving from a ni...
28/04/2025
Each April, runners and walkers of all stripes gather together in Lower Manhattan for the 9/11 Memorial & Museum 5K. This race remembers those killed on Septemb...
24/04/2025
Playlists have always been at the heart of the Spotify experience. Since AI Playlist in beta launched last year, Premium users have used it to create millions o...
24/04/2025
From the California desert and Chicago's Grant Park to New York City's Flushing Meadows Corona Park and beyond, music festivals this spring and summer w...
24/04/2025
The sounds of Asia are as diverse and vibrant as the continent itself. From the lively beats of Indonesian pop to the gritty rhymes of Pinoy hip-hop, the region...
22/04/2025
Music has the power to connect us to one another and to the world around us. Spotify is once again teaming up with the Museum for the United Nations - UN Live...
22/04/2025
Spotify has an unwavering commitment to supporting emerging artists across all g...
22/04/2025
This year marks the 55th anniversary of Earth Day, celebrated annually on April 22. On Spotify, listeners can explore a world of stories about our planet in our...
15/04/2025
In March this year, Spotify unveiled its annual Loud & Clear report, a transpare...
15/04/2025
As the world's most popular audio-streaming subscription service, Spotify is...
14/04/2025
On Monday, April 14, Blue Origin's NS-31 mission lifted off from Launch Site...
14/04/2025
Whether it's having first access to tickets, being a part of once-in-a-lifet...
11/04/2025
Since entering the audiobooks space in 2022, Spotify has positively impacted the industry, paying out hundreds of millions of dollars to rights holders on an an...
11/04/2025
Latin America's love for scripted audio is about to get a thrilling new chap...
08/04/2025
As part of the first-of-its kind partnership between Spotify and FC Barcelona, w...
03/04/2025
Spotify Advertising hit a new high note today as we unveiled how we're makin...
03/04/2025
The next stage of Spotify Advertising has arrived. Today, during our Spotify Advance event in New York City, we unveiled a host of updates that make it easier f...
03/04/2025
Some of the biggest names in marketing, advertising, publishing, traditional and social media, and the creative worlds gathered yesterday at Chelsea Factory in ...
01/04/2025
USHER's London takeover is in full swing. After kicking off his sold-out run of shows at the O2 Arena to rave reviews, the R&B icon joined forces with Spoti...
27/03/2025
Since announcing the Spotify Partner Program last fall, we've heard from cre...
26/03/2025
nda sedan Spotify grundades har vi arbetat h rt f r att ka betalningsviljan f r...
26/03/2025
Spotify's RADAR program spotlights rising talent from around the world, and in Spain, it's been making waves since 2020. Five years in, RADAR Spain has ...
20/03/2025
Spotify listeners love discovering new artists and songs, but they also love fin...
18/03/2025
Looking for inspiration this Women's History Month? Discover the stories of trailblazing women with audiobooks on Spotify. Our Women's History Month aud...
18/03/2025
From morning commutes to late-night listening sessions, Spotify is the essential daily companion for millions of listeners globally. Podcasts, in particular, ha...
14/03/2025
Time flies when you're having fun and we can confidently say that Bill Simmons, founder of The Ringer and Spotify's Head of Talk Strategy, is having not...
13/03/2025
Spotify took center stage at the London Book Fair this week, reaffirming our commitment to the audiobook market and showcasing our impact on the publishing indu...
13/03/2025
At Spotify, we work every day to lift up new voices, giving creators the opportunity to live off their art. Through Spotify Audiobooks, our in-house publishing ...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
11/03/2025
Salsa is making a comeback, captivating new listeners with its infectious energy...
11/03/2025
For many people, music can serve as a reflection of their roots and upbringing. ...