The pandemic’s role as a digital adoption accelerant for the masses notwithstanding, many consumers were leaning into on-demand options well before media became a homebound necessity during much of 2020. The phenomenal growth in podcast engagement over the past seven or eight years—even throughout much of last year—speaks to how consumers increasingly want two things: something that is both relevant to them and available on their schedules.
In concert with a 40% increase in the U.S. population listening to podcasts over the past three years, advertisers continue to tap into the growing medium to reach engaged listeners. Notably, eMarketer forecasted that podcast ad revenue will exceed $2 billion by 2023: that would mean growth of nearly $1 billion in just two years. And amid the 2 million podcast titles featuring 88 million individual episodes, brands should be mindful of a growing core base of listeners: women.
自 2018 年以来，女性播客听众人数增加了 76%。也许更令人印象深刻的是，鉴于音频参与往往与远离家庭有关，自大流行开始以来，播客听众人数增加了 41%。播客参与度的增长也没有放缓的迹象，尼尔森最近的一项调查发现，61% 的付费流媒体音频用户计划在未来 12 个月内增加播客消费。
Because podcast listening has become far more mainstream than when podcasts first started to enter the media mix, light podcast listeners—those who listen anywhere between once and three times a month—represent roughly half of all podcast listeners. While this clearly validates that podcasts appeal to more than just a niche audience, advertisers know that more frequent engagement means more opportunity to reach listeners. Again, women should be a significant focus on this front.
In the four years since Nielsen established its 播客购买力 service, which provides with brands information about the buying behaviors of podcast listeners, the number of heavy female podcast listeners—those who listen 10+ times per month—has increased by 90%.
Podcast advertising—particularly when read by the host—drives a stronger brand recall punch than more traditional forms of advertisements. For example, Nielsen’s 播客广告效果 (PAE) solutions have found that hostread ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent.
尼尔森的 PAE 解决方案还指出，播客广告使品牌知名度平均提高了 14 个百分点。然而，在女性重度听众中，提升幅度上升到 20 个点，比平均值高出 43%。
其他关键广告参与统计：
- 73% 的女性听众在接触后能回忆起品牌
- 54% 的女性听众认为播客内容有趣
与播客发展初期相比，广告商对零散的播出机制和平台的疑问减少了，这也减少了对可扩展性的担忧。如今，问题主要集中在投资方向上，尤其是随着播客市场的扩大。不过，值得庆幸的是，这些问题的答案应该与收听者以及他们对收听内容的参与程度直接相关。
资料来源
- 尼尔森斯卡伯勒播客购买力，2021 年 5 月
- Gracenote Audio On-Demand, February 2022
- 尼尔森斯卡伯勒播客购买力，2021 年 11 月
