지난 10년간 팟캐스트의 인기가 높아지면서 전체 시장의 지형이 효과적으로 바뀌었습니다. 그리고 새롭고 매력적인 콘텐츠에 대한 관심이 급증하면서 미디어 소비, 특히 다양한 시청자에게 매력적인 선택지임이 입증되었습니다.
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.
닐슨 팟캐스트 구매력 데이터 shows:
- 각 정체성 그룹이 팟캐스트를 청취하는 월 평균 횟수: 아시아계 미국인, 흑인, 히스패닉, 장애인, LGBTQ+ 팟캐스트 소비자의 경우 월 9회에서 12회까지 다양합니다.
- 팟캐스트 청취 주당 평균 시간: 각 그룹당 약 3시간
- 각 정체성 그룹에서 집에서 가장 자주 청취하는 비율: 장애인이 가장 높고(67%가 집에서 가장 자주 청취), 아시아계 미국인이 가장 낮습니다(43%가 집에서 가장 자주 청취).
다음은 청취자들이 가장 많이 듣는 팟캐스트 장르입니다:
팟캐스트 인기 증가
흑인
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.
히스패닉
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.
아시아계 미국인
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.
특히 다양한 오디언스를 대상으로 하는 콘텐츠는 단순히 화면으로만 전달되는 것이 아니라 비슷한 배경을 가지고 있거나 비슷한 관심사를 가진 신뢰할 수 있는 사람의 목소리를 듣고 싶어 합니다. 가장 중요한 것은 주제가 포괄적이고 흥미를 끌 수 있어야 하며, 신뢰할 수 있는 출처에서 독창적인 목소리로 제공해야 한다는 점입니다. 또한 팟캐스트는 다양한 오디언스에게 진정성 있게 어필할 수 있으므로 브랜드와 대행사는 팟캐스트 참여도를 추적하고 마케팅 전략과 캠페인에서 타겟팅된 기회를 활용할 수 있습니다.
Related content:
- 팟캐스트 오늘 보고서
- Being Seen on Screen microsite
