过去十年中，播客的流行实际上改变了整个市场的格局。事实证明，对新颖、引人入胜的内容的浓厚兴趣是媒体消费中一个极具吸引力的选择，尤其是对不同受众而言。
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.
尼尔森播客购买力数据 shows:
- 每个身份群体每月收听播客的平均次数：亚裔美国人、黑人、西班牙裔、残疾人和 LGBTQ+ 播客消费者每月收听 9 至 12 次不等
- 每周收听播客的平均时长：每组约 3 小时
- 每个身份群体中在家收听率最高的比例：残疾人最高（67%在家收听率最高），亚裔美国人最低（43%在家收听率最高）。
以下是听众收听率最高的播客类型：
播客越来越受欢迎
黑人
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.
西班牙裔
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.
亚裔美国人
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.
特别是对于多元化受众而言，能够产生共鸣的内容不仅仅是屏幕上的内容；这些受众希望听到来自背景相似或兴趣相近的可信声音。最重要的是，话题必须具有包容性和趣味性--来自可信的来源和原创的声音。由于播客更真实地吸引了广泛的受众，品牌和代理商可以跟踪他们的参与情况，并在营销战略和活动中利用有针对性的机会。
