Podcasts are taking off. Everyone seems to be listening to them, and everyone seems to be making them. They’ve change into one of many main model dietary supplements that it could be ridiculous to keep away from making, alongside hoodies and books.
However why? Are podcasts actually that standard? It looks like a second in historical past coming again. Didn’t speak radio get left behind with The Hitchhiker’s Information to The Galaxy? And but, Spotify is awash with them. They take numerous consideration from the consumer and don’t maintain the enchantment of bodily holding an merchandise made by a creator you’re keen on, so what’s the enchantment?
On this information, we attempt to decide that enchantment, but in addition how you need to use it to help in your online marketing marketing campaign.
There are 2 million podcasts in the marketplace
In 2021, there are over 2 million podcasts. Not podcast episodes, however podcasts. Nearly the inhabitants of India is identical because the variety of podcasts on this planet. Plus, there are over 48 million podcast episodes on the web, with that quantity rising each day.
Over the previous few years, podcasts have slowly been turning into extra mainstream. Increasingly manufacturers are embracing the podcast as a method of sharing their information, or just speaking a couple of matter they’re all in favour of. Manufacturers and influencers have added them to their roster of YouTube movies or Instagram posts as a solution to interact, and a few YouTubers have fully deserted scripted movies for the brand new format. Different influencers with a extra area of interest or knowledgeable style of content material use it as a solution to take a deep dive into their related subjects. Others, who begin a podcast purely to begin a podcast, are often simply seeking to speak in-depth about their favorite topics.
Practically 60% of the inhabitants are listening
Practically 60% of the inhabitants is listening to podcasts. Apart from a dip in 2013, over the previous 15 years, podcasts have steadily gone up and up. For instance, final yr the share of the US inhabitants listening to a podcast a minimum of as soon as a month was at 37%. In the present day, that determine is at 41%, indicating a gradual improve in listeners.
65% of customers are listening to their podcasts on a smartphone or one other moveable system like a pill, however a whopping 90% of listeners are listening at house. Different locations customers pay attention embody within the automobile, which 64% of customers are doing, strolling round (49%) and commuting (37%).
And it’s not a fast second of passive enjoyment. Audiences are engaged, confirmed by the truth that 82.4% of listeners are spending greater than 7 hours per week listening to their podcasts, which averages out to an hour a day. That’s numerous time to get adverts in.
3/4 listeners wish to be taught one thing
So, why are customers listening to podcasts? What are they getting out of it to dedicate simply a median of seven hours per week to maintain listening?
For a majority of customers, the enchantment is data. Three out of 4 listeners say they tune in to be taught new issues. They provide training and inspiration, permitting customers to be extra knowledgeable on a selected topic. And with genres of podcasts overlaying every little thing from the legislation to superstar gossip and folks from varied industries around the globe making podcasts, it’s straightforward to get knowledgeable.
As soon as once more, this means engagement. Listeners are really listening. And it appears the one purpose somebody isn’t a listener is an absence of entry. 35% of people that aren’t listening to podcasts say it’s just because they don’t know the right way to discover one.
22% of podcasts are comedy
Podcasts, very like different types of leisure, are available in a spread of genres and are developing with their very own.
Nonetheless, the style dominating the podcasting world is comedy, coming in at 22% of podcasts as of 2020. However proper behind it’s information at 21%, and true to stereotype, true crime at 18%. Different genres embody sport, well being, faith, politics, self-help, investigative journalism, funds, scripted comedy, recreation reveals, popular culture, and scripted drama.
Only a few of those genres recommend passive listening. Podcasts are additionally much more accessible. As a listening media, it leaves your palms and eyes free to do different issues, permitting the listener to drive, do home tasks, work, recreation, and many others.
$2 billion in advert revenues
With the expansion of podcasts into the mainstream, it’s no shock that there was a progress in earnings to go alongside it. In 2021, entrepreneurs within the US are anticipated to spend as a lot as $1.33 billion on podcast adverts, in accordance with eMarketer and that’s solely anticipated to develop. By 2025, entrepreneurs are anticipated to spend $2.74 billion.
However will it work? It appears so, with 54% of listeners admitting that they’ve thought of shopping for one thing on account of a podcast commercial.
With that in thoughts, it could be silly to disregard the alternatives that podcasting gives to entrepreneurs. And the variety of alternatives will solely rise with the recognition of the platform.
For extra data on how one can get began along with your podcast, or for recommendation on online marketing, e-book a free name with a member of our crew.
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