Acast, the world’s largest unbiased podcast firm has unveiled the outcomes of latest podcast listener analysis carried out in collaboration with Nielsen. The examine of two,002 UK and Irish adults who devour podcasts at the very least month-to-month discovered that 45% of listeners began listening to podcasts previously 12 months, proving that the podcast panorama is wealthy with alternatives for manufacturers and podcasters to achieve new audiences.
In response to the findings, there’s additionally untapped potential within the youthful generations – regardless of usually being a medium related to Millenial audiences, 53% of 18-34-year-old podcast listeners solely beginning to take action previously 12 months. Compared, 65% of over 55s began listening greater than 12 months in the past.
Greater than a 3rd (37%) of respondents stated they take heed to podcasts daily, whereas greater than two thirds (70%) interact with podcast content material greater than as soon as per week – however listeners additionally stated they count on to extend their podcast consumption within the subsequent six months.
Virtually a 3rd (32%) of these surveyed stated they plan to take heed to extra podcast throughout this time. That’s increased than the 25% who stated they count on to extend the quantity of music they stream, and the 27% who plan to spend extra time streaming video content material.
For advertisers, an engaged and constant podcast viewers can also be yet one more prone to work together with model messaging they may hear, with 62% of respondents saying they’ve taken direct motion following an advert they heard in a podcast.
31% stated they thought of or bought the model/product talked about. 26% advocated for (learn/wrote/mentioned positively) it, 24% adopted it on social media, and 24% looked for extra data.
That makes podcasts an extremely engaging prospect for any media plan. And the listen-through fee (LTR) from respondents is equally spectacular – for episode 30-45 minutes lengthy, 41% of listeners say they take heed to both “most” or “about half”, confirming pre-roll and mid-roll advert placements as nice methods to achieve listeners. For podcasts downloaded to a listener’s private gadget, quite than streamed, 71% will take heed to “all” or “most” of an episode.
Podcasts are additionally seen as a trusted supply of knowledge – and listeners ranked them a lot increased on this respect than different media platforms. In response to the examine, 36% belief what they hear from a podcast host when speaking a couple of model or firm, in comparison with simply 18% for radio.
Crucially for advertisers, podcasts have low ranges of promoting fatigue in comparison with different kinds of media. The analysis signifies that simply 29% of listeners say there are too many adverts on podcasts, in comparison with 52% who say there are too many on YouTube, and 37% who say there are too many on Radio. Given podcasts have one of many lowest advert a great deal of all mediums, this offers additional alternatives for advertisers to proceed to construct their campaigns round podcasting – and to have a better share of voice inside particular person reveals.
Extra key findings reveal that listeners take pleasure in numerous elements of podcasts:
70% of listeners say they take pleasure in listening to visitor interviews
63% of listeners say they take pleasure in listening to panel discussions
56 % of listeners say they take pleasure in listening to host banter
Information, Music and Comedy content material are most regularly consumed, with half of podcast listeners listening to Comedy reveals each week.
“Podcasts are an more and more essential a part of life and tradition for listeners all around the globe, and extra individuals are discovering podcasts for the primary time yearly,” says Leo Goldingham, Director of Gross sales, UK at Acast. “We belief our favourite podcasters to entertain and inform us – simply as a lot as we belief them to suggest manufacturers and merchandise we’ll take pleasure in.
“Podcasts have turn out to be an integral a part of 1000’s of manufacturers’ advertising and marketing methods however, along with Nielsen, our analysis reveals there are nonetheless large alternatives for advertisers to achieve untapped audiences.”
