The word podcast was added to the Oxford English Dictionary back in 2005, but the term had yet to gain much traction in the media industry—as well as with the average consumer. Fast forward 16 years, and podcasting has blossomed into a burgeoning industry that provides brands with an opportunity to engage with a growing base of consumers that are very receptive to the engagement.
The transformation certainly didn’t happen overnight, but the rise in popularity of podcasts over the past six-plus years has effectively changed the landscape of the entire market. In addition to attracting rampant celebrity involvement and fueling original TV content, podcasts are attracting big ad dollars, with the Interactive Advertising Bureau (IAB) predicting that ad revenue will hit $2 billion by 2023, well above the $842 million generated last year.
광고비 증가는 팟캐스트를 청취하는 청중이 놀라울 정도로 광범위해졌다는 것을 의미하기도 합니다. 이는 특히 광고주들이 새로운 기회를 찾기 위해 팟캐스트에 주목하면서 나타난 중요한 변화입니다. 현재 미국 팟캐스트 청취자의 거의 절반(49%)이 한 달에 1~3회 정도 청취하는 라이트 유저로, 팟캐스트를 처음 접하는 것으로 추정되는 사람들입니다. 이는 일주일에 한 번씩 공개되는 팟캐스트의 모든 에피소드를 즐겨 듣는 사람들이 대부분이었던 5년 또는 10년 전의 일반적인 팟캐스트 청취자와는 확연히 대조되는 모습입니다.
지난 몇 년 동안 팟캐스트 참여의 진화는 두 가지 중요한 스토리 라인을 강조합니다:
- 미디어 환경 전반에서 새롭고 매력적인 콘텐츠에 대한 소비자의 관심은 계속 증가하고 있으며, 팟캐스트 콘텐츠는 특히 전 세계적인 코로나19 팬데믹 기간 동안 수백만 미국인의 미디어 다이어트 중 매력적인 옵션으로 입증되었습니다.
- The pandemic paused the growth of heavy podcast listeners. With revised lifestyles and schedules over the past year, this isn’t surprising. Yet while the percentage of heavy listeners declined slightly last year, we’re now seeing it increase, rising from 25% earlier this year to just under 30% as of May. So we know there is a segment of the population that was very engaged with podcast content before the pandemic arrived, and we expect that audience to increase its engagement when the conditions (or content) are right.
Importantly, the pandemic has not had a negative impact on overall podcast engagement. While listener growth flattened somewhat during the second half of last year, it has ramped up notably in 2021, largely due to an increase in at-home listening, which is attributable to light listeners checking out the medium. The rise in at-home listening is also somewhat counter to historical podcast engagement, and again, speaks to the transformation of industry to a broader audience. According to Nielsen 팟캐스트 구매력 data, the percent of the adult U.S. population listening to podcasts has grown more than 40% in the past three years.
The increasing appeal of podcasts to general audiences is exactly why brands and agencies need to be tracking engagement with them and leveraging the opportunities in their marketing strategies and campaigns. And given the wealth of data about podcast listeners, brands have the ability to engage with listeners who are the most receptive to learning about their products and services.
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