O aumento da popularidade dos podcasts na última década mudou efetivamente o cenário de todo o mercado. E o interesse crescente em conteúdo novo e envolvente provou ser uma opção atraente para o consumo de mídia, especialmente para públicos diversos.
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.
Dados do poder de compra de podcasts da Nielsen shows:
- Número médio de vezes por mês que cada grupo de identidade ouve um podcast: varia de 9 a 12 vezes por mês entre consumidores de podcast asiático-americanos, negros, hispânicos, pessoas com deficiência e LGBTQ+
- Média de horas semanais gastas ouvindo podcasts: aproximadamente 3 horas para cada grupo
- Qual porcentagem de cada grupo de identidade ouve com mais frequência em casa: as pessoas com deficiência são as mais altas (67% ouvem com mais frequência em casa) e os asiático-americanos são os mais baixos (43% ouvem com mais frequência em casa)
Abaixo estão os gêneros de podcast mais ouvidos pelo público:
A popularidade dos podcasts está crescendo
Negros
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.
Hispânicos
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.
Asiático-americanos
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.
Especialmente para públicos diversificados, o conteúdo que se conecta não está apenas na tela; esses públicos querem ouvir vozes confiáveis com históricos semelhantes ou que tenham interesses semelhantes. Mais importante ainda, os tópicos precisam ser inclusivos e de interesse - de fontes confiáveis com vozes originais. E como os podcasts atraem mais autenticamente uma ampla gama de públicos, as marcas e agências podem acompanhar o envolvimento com eles e aproveitar as oportunidades direcionadas em suas estratégias e campanhas de marketing.
Conteúdo relacionado:
- Relatório Podcasting today
- Being Seen on Screen microsite
