L'aumento della popolarità dei podcast nell'ultimo decennio ha effettivamente cambiato il panorama dell'intero mercato. Il crescente interesse per i contenuti nuovi e coinvolgenti ha dimostrato di essere un'opzione attraente per il consumo dei media, soprattutto per un pubblico eterogeneo.
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.
Dati Nielsen sul potere d'acquisto dei podcast shows:
- Numero medio di volte al mese in cui ogni gruppo di identità ascolta un podcast: varia da 9 a 12 volte al mese tra i consumatori di podcast asiatici, neri, ispanici, persone con disabilità e LGBTQ+.
- Media delle ore settimanali dedicate all'ascolto di podcast: circa 3 ore per ciascun gruppo.
- La percentuale di ciascun gruppo di identità che ascolta più spesso a casa: le persone con disabilità sono le più numerose (67% di ascolto a casa) e gli asiatici americani le più basse (43% di ascolto a casa).
Di seguito sono riportati i generi di podcast più ascoltati dal pubblico:
La popolarità dei podcast è in crescita
Neri
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.
Ispanici
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.
Asiatici americani
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.
Soprattutto per i pubblici eterogenei, i contenuti che creano un legame non sono solo sullo schermo; questi pubblici vogliono sentire voci affidabili con background simili o che hanno interessi simili. Soprattutto, gli argomenti devono essere inclusivi e interessanti, provenienti da fonti credibili con voci originali. Poiché i podcast si rivolgono in modo più autentico a un'ampia gamma di pubblici, i marchi e le agenzie possono monitorare l'impegno nei loro confronti e sfruttare opportunità mirate nell'ambito delle loro strategie e campagne di marketing.
Related content:
- Rapporto Podcasting oggi
- Being Seen on Screen microsite
