The appeal of new content offerings throughout the pandemic has been widely documented, with the acceleration of connected TV adoption taking center stage. The appeal of video content notwithstanding, consumers’ content appetites have not been limited to media they can see. Importantly, podcasts continue to gain mainstream audiences, with light podcast listeners across age groups and multicultural listeners leading the growth.
Today, light podcast listeners account for almost half (49%) of the total podcast audience, and data from Nielsen Podcast Buying Power, which provides insight into who is listening to podcasts, shows how podcast reach is growing across age groups, including adults 40-55, who now account for almost half (47%) of listeners in aggregate. 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.
"尼尔森客户咨询副总裁阿里卡-麦金农（Arica McKinnon）表示："播客的发展为广告商接触高度参与的受众带来了巨大机遇。尼尔森客户咨询副总裁阿里卡-麦金农（Arica McKinnon）说："虽然播客行业在获取下载量等指标方面取得了长足进步，但品牌在了解广告影响方面一直面临挑战。如今，这些挑战正在逐渐消失。
重要的是，大流行并没有对整个播客参与产生负面影响。去年就地避难限制措施生效后，播客的增长趋于平缓，但在年底又重新恢复，今年又显著上升。播客受众的扩大与在家收听率的上升表明，五年前的典型播客收听者、收听地点和收听频率都发生了显著变化。如今，50% 的播客收听是在家里进行的，比三年前增加了 10 个百分点。
While the growth in podcast listeners in the U.S. over the past decade has been dramatic, audience diversity is following a similar path as our national population, as non-White podcast audiences have grown faster than White audiences. In fact, as of last year, the U.S. podcast audience was more diverse than the U.S. itself: 41% was non-White, while only 34% of the U.S. population is non-White. We continue tracking the diversity of podcast engagement, noting significant growth across Hispanic, Black and Asian consumers.
与更传统的广告形式相比，播客广告（尤其是由主持人朗读的广告）能带来更强的品牌记忆冲击力。例如，尼尔森的播客广告效果（PAE）解决方案发现，由主持人朗读的广告能引起 71% 的品牌回忆率，从而产生较高的消费者兴趣、购买意向和推荐意向。
此外，较长的广告（60 秒以上）在消费者中的提升率更高。在寻求更多品牌信息方面，长广告比短广告的效果高出近 70%。在购买意向和推荐意向方面，较长广告的提升分数都比较短广告高出 40%。最后，较长的广告不仅能提高参与度，还能促进品牌回忆：近四分之三的听众在听到较长的广告后能够回忆起品牌。
围绕播客的热议已持续多年，但去年在全球大流行病的喧闹声中，一系列并购活动开始构建战略关系，从而形成了未来的播客产业。
这种整合证明，播客现在已经真正成为一个产业，并解决了广告商在早期面临的许多挑战：在一系列分散的传输机制和平台中穿梭，这引发了许多关于可扩展性的问题。值得庆幸的是，由于掌握了大量有关收听者及其收听参与度的信息，这些问题更容易回答了。
For additional insight, download our latest Podcasting Today report.
