Everyone is listening to podcasts. Well, not quite everyone, but the latest RAJAR data revealed that 12% of UK adults listen to a podcast weekly. While this figure may not initially appear particularly high, when contextualised it reveals there has been a dramatic growth in podcast popularity. This 12% represents approximately 6.5 million adults, a twofold increase on the 3.2 million who were listening back in 2013.
This boom has been recognised by the podcast producers, too, with Spotify recently announcing that it would be investing up to $500m in the production of their top podcasts. These figures suggest that the upwards trend in podcast popularity is set to continue, therefore opening up an exciting new avenue for advertisers to reach their audiences.
One of the most important reasons as to why podcasts can become a vital media for advertisers is the age demographic most connected with podcasts. The growth of podcasts appears to have been driven by young listeners, with 16% of 15-24 year-olds and 21% of 25-34 year-olds saying they are weekly podcast listeners. Considering how challenging it can be to engage with a younger audience, this represents one medium through which 16-34 year-olds can be consistently reached.
Further, the nature of podcast listening means the listener is fully immersed in the content they are listening to. Whether it’s when travelling, relaxing or exercising, 90% of listeners said they listen to podcasts on their own, with two-thirds of respondents saying they always listen to the entirety of the episode. This sense of immersion in the podcast experience can be seen as similar to being in a cinema, and again allows advertisers to reach an audience in an environment where they are unlikely to skip forward through the podcast.
So, as Monday 30th September is International Podcast Day, it’s time to find a good podcast and start thinking about how their inclusion in media plans can really help advertisers engage their target audiences through an increasingly popular media.
RAJAR MIDAS Audio Survey (Winter 2018) https://www.rajar.co.uk/docs/news/MIDAS_Winter_2018.pdf?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2019-01-21
OFCOM: Podcast Listening Boom in the UK (2018) https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2018/uk-podcast-listening-booms
The Guardian: “Podcasting’s Netflix moment: the global battle for domination” https://www.theguardian.com/media/2019/mar/30/podcastings-netflix-moment-the-global-battle-for-domination