過去10年間におけるポッドキャストの人気の高まりは、市場全体の状況を事実上一変させた。そして、新しく魅力的なコンテンツへの関心の高まりは、メディア消費の中でも、特に多様な視聴者にとって魅力的な選択肢であることが証明されました。
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.
ニールセン・ポッドキャスト購買力データ shows:
- 各アイデンティティグループがポッドキャストを聴く月あたりの平均回数：アジア系アメリカ人、黒人、ヒスパニック系、障がい者、LGBTQ+のポッドキャスト利用者の間で、月あたり9～12回の幅がある。
- ポッドキャストの週平均視聴時間：各グループとも約3時間
- 各アイデンティティ・グループの何パーセントが自宅で最も頻繁に聴いているか：障害者が最も高く（67％が自宅で最も頻繁に聴いている）、アジア系アメリカ人が最も低い（43％が自宅で最も頻繁に聴いている）。
以下は、視聴者が最もよく聞いているポッドキャストのジャンルである：
ポッドキャストの人気が高まっている
黒人
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.
ヒスパニック
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.
アジア系アメリカ人
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.
特に多様な視聴者にとって、つながるコンテンツは画面の中だけでなく、同じような背景を持つ、あるいは同じような関心を持つ、信頼できる声からの情報を求めている。最も重要なことは、トピックが包括的で興味を引くものであり、信頼できる情報源からオリジナルの声で提供されることです。そして、ポッドキャストがより真に幅広い視聴者にアピールするようになれば、ブランドや代理店はポッドキャストとのエンゲージメントを追跡し、マーケティング戦略やキャンペーンの中でターゲットを絞った機会を活用することができます。
Related content:
- 今日のポッドキャスティング
- Being Seen on Screen microsite
