Meningkatnya popularitas podcast selama dekade terakhir telah secara efektif mengubah lanskap seluruh pasar. Dan meningkatnya minat terhadap konten baru yang menarik telah terbukti menjadi pilihan yang menarik di antara konsumsi media-khususnya untuk audiens yang beragam.
Nielsen’s Seen on Screen 2021 report examines the importance of quantity and quality of on-screen representation for diverse identity groups. Specifically, how and how often different identity groups show up in content—and where within the storyline or subject—matters. Yet, much of today’s media still centers on one perspective or experience, with representation often addressed as a complement to a main story or primary character. As people look for content to accurately articulate and illustrate their lived experience, there are a burgeoning number of options, especially when you consider audio platforms. Importantly, for diverse audiences, podcast content is resonating and an important medium.
Data Daya Beli Podcast Nielsen shows:
- Jumlah rata-rata per bulan setiap kelompok identitas mendengarkan podcast: berkisar antara 9 hingga 12 kali per bulan antara konsumen podcast Asia-Amerika, Kulit Hitam, Hispanik, penyandang disabilitas, dan LGBTQ+
- Rata-rata jam mingguan yang dihabiskan untuk mendengarkan podcast: sekitar 3 jam untuk setiap kelompok
- Persentase setiap kelompok identitas yang paling sering mendengarkan di rumah: penyandang disabilitas adalah yang tertinggi (67% paling sering mendengarkan di rumah) dan orang Asia-Amerika adalah yang terendah (43% paling sering mendengarkan di rumah)
Di bawah ini adalah genre podcast yang paling banyak didengarkan oleh audiens:
Popularitas podcast semakin meningkat
Orang kulit hitam
Just as essential as the Black hitmakers, is the community commentary that elevates them—a trend that points to why podcasts are growing in Black listenership and audience investment. Black listeners are streaming audio more than other audiences, while listening more closely when brands reach out—averaging a 73% brand recall for podcast ads.
Hispanik
Hispanics are a diverse intersectional group with different experiences, perspectives and expectations. They want fresh, meaningful, culturally relevant content served up through trusted platforms. And podcasts are now a go-to platform for Hispanics to find that diverse content reflective of their experiences—and the podcasters that best engage them. As such, podcast listening among Hispanics 25-39 has doubled in the last three years.
Orang Amerika keturunan Asia
From the unique Asian American experience to relevant comedy, the availability of content that culturally speaks to Asian Americans is a key reason the number of podcast listeners has grown 5x over the last decade. Like in TV, news is among the top genres, and this is likely to continue as there is still uncertainty about the pandemic, along with Asian audiences staying tuned to the latest on the social justice movement.
The transformation toward increased engagement of podcasts over the last decade has created the opportunity for all audiences to find more content that resonates. And while the positive momentum of podcasting is enticing more celebrity involvement and even fueling original TV content, podcasts are attracting big ad dollars. The Interactive Advertising Bureau (IAB) is predicting that ad revenue will hit $2 billion by 2023, well above the $842 million generated last year.
Notably, podcast advertising—particularly when read by the host—drives stronger brand recall punch than more traditional forms of advertisements. For example, Nielsen’s Podcast Ad Effectiveness (PAE) solutions have found that host-read ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent.
Khususnya untuk pemirsa yang beragam, konten yang menghubungkan tidak hanya di layar; pemirsa ini ingin mendengar dari suara-suara tepercaya dengan latar belakang yang sama atau yang memiliki minat yang sama. Yang paling penting, topiknya harus inklusif dan menarik-dari sumber yang kredibel dengan suara asli. Dan karena podcast lebih otentik menarik bagi berbagai audiens, merek dan agensi dapat melacak keterlibatan dengan mereka dan memanfaatkan peluang yang ditargetkan dalam strategi dan kampanye pemasaran mereka.
Related content:
- Laporan podcasting hari ini
- Being Seen on Screen microsite
