The pandemicโs role as a digital adoption accelerant for the masses notwithstanding, many consumers were leaning into on-demand options well before media became a homebound necessity during much of 2020. The phenomenal growth in podcast engagement over the past seven or eight yearsโeven throughout much of last yearโspeaks to how consumers increasingly want two things: something that is both relevant to them and available on their schedules.
In concert with a 40% increase in the U.S. population listening to podcasts over the past three years, advertisers continue to tap into the growing medium to reach engaged listeners. Notably, eMarketer forecasted that podcast ad revenue will exceed $2 billion by 2023: that would mean growth of nearly $1 billion in just two years. And amid the 2 million podcast titles featuring 88 million individual episodes, brands should be mindful of a growing core base of listeners: women.
2018ๅนดไปฅ้ใๅฅณๆงใฎใใใใญใฃในใใชในใใผๆฐใฏ76๏ผ ๅขๅ ใใใใพใใใชใผใใฃใชใฎๅฉ็จใใใฐใใฐๅฎถๅบญใใ้ขใใฆใใใใจใจ้ข้ฃใใฆใใใใจใ่ใใใจใใใใใใใฃใจๅฐ่ฑก็ใชใฎใฏใๅคงๆต่กใๅงใพใฃใฆไปฅๆฅ41๏ผ ๅขๅ ใใฆใใใใจใ ใๆ่ฟใฎใใผใซใปใณใฎ่ชฟๆปใงใฏใๆๆในใใชใผใใณใฐใชใผใใฃใชๅ ๅ ฅ่ ใฎ61๏ผ ใไปๅพ12ใซๆ้ใซใใใใญใฃในใใฎๆถ่ฒปใๅขใใไบๅฎใงใใใใจใๅคๆใใฆใใใ
Because podcast listening has become far more mainstream than when podcasts first started to enter the media mix, light podcast listenersโthose who listen anywhere between once and three times a monthโrepresent roughly half of all podcast listeners. While this clearly validates that podcasts appeal to more than just a niche audience, advertisers know that more frequent engagement means more opportunity to reach listeners. Again, women should be a significant focus on this front.
In the four years since Nielsen established its ใใใใญใฃในใใฎ่ณผ่ฒทๅ service, which provides with brands information about the buying behaviors of podcast listeners, the number of heavy female podcast listenersโthose who listen 10+ times per monthโhas increased by 90%.
Podcast advertisingโparticularly when read by the hostโdrives a stronger brand recall punch than more traditional forms of advertisements. For example, Nielsenโs ใใใใญใฃในใๅบๅใฎๅนๆ (PAE) solutions have found that hostread ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent.
ใใผใซใปใณใฎPAEใฝใชใฅใผใทใงใณใงใฏใใใใใญใฃในใๅบๅใซใใฃใฆใใฉใณใ่ช็ฅๅบฆใๅนณๅ14ใใคใณใไธๆใใใใจใๆๆใใฆใใใใใใใๅฅณๆงใฎใใใผใชในใใผใงใฏใใใฎไธๆๅน ใฏ20ใใคใณใใซไธใใๅนณๅใ43๏ผ ไธๅใใ
ใใฎไปใฎไธปใชๅบๅใจใณใฒใผใธใกใณใ็ตฑ่จ
- ๅฅณๆงใชในใใผใฎ73๏ผ ใใใใฉใณใใธใฎๆฅ่งฆๅพใซใใฉใณใใๆณ่ตทใงใใ
- ๅฅณๆงใชในใใผใฎ54๏ผ ใใใใใญใฃในใใฎใณใณใใณใใ้ข็ฝใใจๆใใฆใใ
ใใใใญใฃในใใฎ้ปๆๆใจๆฏ่ผใใใจใๅบๅไธปใฏใใผใซใปใณใซใคใใฆ ใ้ ไฟกใกใซใใบใ ใใใฉใใใใฉใผใ ใๆญ็ๅใใใฆใใใใใใใผใซใปใณใซใคใใฆ ใในใฑใผใฉใใชใใฃใซๅฏพใใๆธๅฟตใๆฑใใฆใใใไปๆฅใ่ณชๅใฎไธญๅฟใฏใฉใใซๆ่ณใใใใจใใใใจใงใใใ็นใซ็ถๆณใๆกๅคงใใฆใใใใใงใใใใใใใใใใใใใใจใซใใใใใ็ๅใซๅฏพใใ็ญใใฏใ่ชฐใ่ดใใฆใใใฎใใใใใฆใๅฝผใใ่ดใใฆใใใใฎใซใฉใใ ใๅคขไธญใซใชใฃใฆใใใฎใใซ็ด็ตใใฆใใใฏใใ ใ
ๆ ๅ ฑๆบ
- ใใผใซใปใณใปในใซใใญใผใปใใใใญใฃในใ่ณผ่ฒทๅใ2021ๅนด5ๆ
- Gracenote Audio On-Demand, February 2022
- ใใผใซใปใณใปในใซใใญใผใปใใใใญใฃในใ่ณผ่ฒทๅใ2021ๅนด11ๆ
