What’s one other thing that steadily grew in popularity over the recent years along with newsletters? Podcasts, that’s what! Whether it’s an audio or video podcast, the growing content format is known for delivering on-demand, topical material that covers virtually any subject you could think of.

True enough, estimates account that over 130 million people will listen to podcasts monthly in the US this year, which could provide marketers with significant opportunities to tap into this captive audience, positioning more relevant ads and offers.

The Current Times Podcast

If you’re considering getting into the whole podcasting gig, then this should help – a team from Spiralytics has put together a collection of podcast notes and consumption stats that could help better guide you on how you can make use of the format. You can view the full infographic here.

Meanwhile, here are some of their most notable findings:

  • 51% of marketers will continue investing in podcasts (Hubspot).

  • According to Statista, around 82 million Americans listened to podcasts in 2021.

  • Globally, Statista reported that 424.2 million people listened to podcasts in 2022.

  • 28.3 million people joined Spotify in 2021 (200,000 more than Apple podcasts).

When it comes to podcast listening behavior, Edison Research noted a weekly average listening time of 11.2 hours by Americans in 2021. 67% of these listeners tune in weekly, while around 38% do so monthly. This section of the overview mainly goes over consumption behaviors, so it has tons of information to help guide you toward identifying the best audiences to tap into. EX-IQ notes that there’s a 5% chance of millennials and Gen Z using podcasts for work.

The meat of the infographic is its podcast marketing statistics section, which we won’t get too much into detail – you should check out the full visual for that. Marketing-wise, Spiralytic basically says that podcasts make for good promotional material, particularly when it comes to ad integrations. National Public Media reported that 76% convert after hearing sponsored content.

The Wrap

In short, if you’re looking for a format to try, then podcasts are a nice choice. Whether you’d be hosting several podcast content or would start your own, these insights should provide you with enough cues to convince you that podcasting currently works. Spiralytic’s infographic discusses more elements in detail, so we highly recommend that you check it out so that you’re further guided when planning your strategies.

Sources

http://bit.ly/3XZSXt9