The pandemic’s position as a digital adoption accelerant for the plenty however, many customers have been leaning into on-demand choices properly earlier than media grew to become a homebound necessity throughout a lot of 2020. The exceptional development in podcast engagement over the previous seven or eight years—even all through a lot of final 12 months—speaks to how customers more and more need two issues: one thing that’s each related to them and accessible on their schedules.
In live performance with a 40% enhance within the U.S. inhabitants listening to podcasts over the previous three years, advertisers proceed to faucet into the rising medium to achieve engaged listeners. Notably, eMarketer forecasted that podcast advert income will exceed $2 billion by 2023: that may imply development of practically $1billion in simply two years. And amid the two million podcast titles that includes 88 million particular person episodes, manufacturers must be conscious of a rising core base of listeners: girls.
Since 2018, the variety of feminine podcast listeners has elevated by 76%. And maybe extra spectacular—provided that audio engagement is commonly related to being away from the house—is the 41% enhance for the reason that starting of the pandemic. The expansion of podcast engagement additionally reveals no indicators of slowing down, as a latest Nielsen survey discovered that 61% of paid streaming audio subscribers plan to extend their podcast consumption over the following 12 months.
As a result of podcast listening has grow to be much more mainstream than when podcasts first began to enter the media combine, mild podcast listeners—those that pay attention wherever between as soon as and 3 times a month—symbolize roughly half of all podcast listeners. Whereas this clearly validates that podcasts enchantment to greater than only a area of interest viewers, advertisers know that extra frequent engagement means extra alternative to achieve listeners. Once more, girls must be a major deal with this entrance.
Within the 4 years since Nielsen established its Podcast Shopping for Energy service, which supplies with manufacturers details about the shopping for behaviors of podcast listeners, the variety of heavy feminine podcast listeners—those that pay attention 10+ instances per 30 days—those that pay attention has elevated by 90%.
Podcast promoting—notably when learn by the host—drives a stronger model recall punch than extra conventional types of ads. For instance, Nielsen’s Podcast Advert Effectiveness (PAE) options have discovered that hostread adverts drive a model recall fee of 71%, which subsequently creates excessive ranges of shopper curiosity, buy intent and advice intent.
Nielsen’s PAE options additionally notes that podcast promoting drives a mean enhance in model consciousness of 14 factors. Amongst feminine heavy listeners, nonetheless, the raise rises to twenty factors—43% greater than common.
Different key advert engagement stats:
- 73% of feminine listeners can recall the model after publicity
- 54% of feminine listeners discover podcast content material attention-grabbing
In contrast with the early days of podcasts, advertisers have fewer questions in regards to the fragmented supply mechanisms and platforms, which prompted issues about scalability. In the present day, the questions predominantly middle on the place to speculate, particularly because the panorama broadens. Fortunately, nonetheless, solutions to these questions must be instantly related to who’s listening, and the way engaged they’re with what they’re listening to.
Sources
- Nielsen Scarborough Podcast Shopping for Energy, Might 2021
- Gracenote Audio On-Demand, February 2022
- Nielsen Scarborough Podcast Shopping for Energy, November 2021
