Content that connects isn’t just on-screen. And for diverse audiences, podcast content is resonating and an important medium.
While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
The increasing appeal of podcasts to general audiences is exactly why brands and agencies need to be tracking engagement with them and leveraging the opportunities in their marketing strategies and campaigns.
This issue of Podcasting Today presents an overview of who is listening to podcasts, how often they’re listening, as well as insights into the unique ability of podcasts to drive stronger brand recall than traditional forms of advertising.
Today, almost half (49%) of U.S. podcast listeners are light users: people who listen anywhere from one to three times a month. That’s a notable contrast from how the industry viewed the typical podcast listener five or 10 years ago.
The Black Lives Matter movement has broken through as a collective mission finding allies across genders, ethnicities, and communities of all sizes.
41% of U.S. podcast listeners are non-White, which makes the podcast audience more diverse than the country’s total population.
While the growth in podcast listeners in the U.S. over the past decade has been dramatic, audience diversity is following a similar path as our national population, as non-White podcast audiences have grown faster than White audiences.
Listeners’ affinity for podcast show hosts is just as important from an ad perspective as it is for show content. That’s because the ads that hosts read drive more brand recall than non-host-read ads.
When the pandemic kept consumers in the confines of their respective homes, they turned to their old friend, radio, to keep them company and inform them, as it has always done so reliably throughout history.