
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
30/06/2025
There's nothing quite like the magic of finding music that feels made just f...
30/06/2025
When it comes to new music, Spotify's team of editors across North America is always on the hunt for songs that make them feel, think, and move. They're...
27/06/2025
K-Pop remains one of the biggest genres globally, and many fans just can't get enough of it. That's why Spotify has launched a new series of K-Pop perf...
25/06/2025
Last week, content creators from all over the world flocked to Anaheim for VidCon 2025, one of the largest creator conferences in the U.S. As an official sponso...
24/06/2025
Last week, Spotify returned to the Croisette for our 11th year at the Cannes Lio...
20/06/2025
In just a few days, the pilgrimage to Worthy Farm begins. Glastonbury, the legen...
19/06/2025
On Wednesday, Spotify and Miley Cyrus tangoed in Paris during an unforgettable e...
18/06/2025
Since popping up in 2020, RADAR Italia has not only supported emerging artists but also reflected the cultural and musical richness of Italy. Over the past five...
17/06/2025
In South Africa, the rebirth and resurgence of the vibrant folk genre Maskandi has captured the attention of music fans, becoming the country's fastest-grow...
16/06/2025
The Cannes Lions International Festival of Creativity is officially underway for...
16/06/2025
On Spotify, francophone content continues to cross borders at an unprecedented rate. In 2024 alone, more than 123 million listeners worldwide streamed audio con...
13/06/2025
Photo credit: Atsushi Nishijima
If you're a true lover of rom-coms, chances...
12/06/2025
In 2018, Spotify launched Heart & Soul, a mental health initiative developed to ...
11/06/2025
When a music fan creates a playlist on Spotify, it's not just for listening-...
11/06/2025
Hur s krar vi Europas konkurrenskraft i en tid av snabb teknikutveckling? Och hur rustar vi samh llet f r framtidens kompetensbehov inom AI, tech och kultur? Un...
11/06/2025
Spotify and ENHYPEN are inviting fans to step inside the world of DESIRE : UNLEA...
10/06/2025
A new generation of artists is redefining Morocco's pop music scene, blending their deep-rooted heritage with contemporary influences to create sounds that ...
10/06/2025
Since Audiobooks in Premium launched on Spotify in 2023, we've seen strong g...
09/06/2025
It was Thursday night in New York City and The Box was buzzing with excitement. The edgy nightclub, known for its lavish theatrics, provided the perfect backdro...
06/06/2025
Spotify is dedicated to lifting up the voices and contributions of all artists, creators, and authors. This Pride Month and beyond, we're also taking a mome...
06/06/2025
Spotify is heading back to France for the annual Cannes Lions International Festival of Creativity, and this year we'll showcase how Spotify is more alive t...
05/06/2025
Whether she's in the studio, on a tour bus, or traveling the world, there...
05/06/2025
Spotify and United are teaming up to deliver an even more entertaining in-flight...
05/06/2025
On Wednesday, Spotify brought together Mexico's vibrant podcast community fo...
05/06/2025
Last month, Spotify brought Travis Scott to Barcelona to play his first-ever show in the city and celebrate the release of his Spotify x Cactus Jack x Bar a jer...
04/06/2025
Today, Spotify launches its Loud & Clear report-our annual deep dive into the economics of music streaming-in Canada, and with it, a powerful story of how Canad...
29/05/2025
Japan's music scene is entering an exciting new chapter. Long known for its ...
28/05/2025
Spotify is all about bringing you closer to the voices and stories you love. Tha...
28/05/2025
A ind stria musical do Brasil est passando por uma transforma o hist rica - e o Spotify segue iluminando esse caminho. A vers o mais recente do relat rio Loud...
28/05/2025
Brazil's music industry is in the midst of a historic transformation-and Spotify continues to help illuminate the path. Our most recent Loud & Clear report,...
28/05/2025
Spotify's commitment to transparency and artist empowerment continues to res...
21/05/2025
When CMA Fest springs to life in Nashville each year, Spotify House is always one of the top destinations-and 2025 was no different. For the sixth year, Spotify...
21/05/2025
Marking a first, Spotify has launched the Upcoming Releases hub-a destination so...
20/05/2025
Throughout the month of May, Spotify is celebrating Asian and Pacific Islander Heritage Month by amplifying the many artists, creators, and authors who share th...
20/05/2025
It's officially summer on Spotify and, once again, our team of best-in-class...
19/05/2025
For the past decade, Spotify's Fresh Finds playlists have served as a launchpad for emerging independent artists, helping them break through and connect wit...
17/05/2025
Globally, Asian and Pacific Islander (API) artists, creators, and authors contin...
16/05/2025
As Beyonc s COWBOY CARTER Tour sparks excitement around the world, Spotify is helping the BeyHive get concert-ready with a limited-edition collection of playli...
14/05/2025
Spotify and FC Barcelona's partnership saw its sixth jersey takeover this we...
14/05/2025
At Spotify, we believe that our incredible bandmates (that's what we call our team) are the driving force behind our success. Longtime Spotifier Anna Lundst...
13/05/2025
Spotify aims to bring compelling audiobooks to as many consumers as possible, and we're eager to give fans even more options as they discover their next gre...
13/05/2025
People all over the world love DJ. At the gym, at home, whenever and wherever you want a deeper experience with great music, DJ is the answer. In fact, DJ liste...
09/05/2025
As excitement builds for the annual Eurovision Song Contest, Spotify data offers...
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
Updated May 16, 2025: We always aim to provide the best Spotify experience, and ...
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 19, 2025: Spotify submitted a new app update that Apple has approved...