We reported recently on production company Broccoli Content’s launch of an ‘Equality in Audio’ pact to change the lack of diversity in the podcasting industry.
Spotify was one of the companies signing up – admittedly after a bit of public nudging from Broccoli Content boss Renay Richardson – and now the streaming service has published some research that shows why the pact is needed.
Fewer than 5% of the top 100 podcasts in the UK are hosted by Black, Asian and Minority Ethnic (BAME) women or non-binary people, according to Spotify. Meanwhile, it interviewed 1,000 women in the UK who identify as BAME, and found that 74% think that BAME women are underrepresented in podcasting.
84% said they would be more likely to listen to a podcast if it was created and voiced by BAME women; 57% agreed that there are significant barriers for them to break into the podcasting industry, including a preference for white female voices; a lack of funding and investment; a feeling of underrepresentation in their own community; and a lack of strong voices to look up to and be inspired by.
The research was published as Spotify launched the latest of its Sound Up podcast accelerators in the UK and Ireland, aimed at Black women and non-binary people. Entries are being accepted until 4 September.