Are you a podcaster or a podcast advertiser looking for podcasting marketing insights? MRC Data recently launched the first-ever Podcast 360 report, an in-depth look at consumers’ behaviors, attitudes and preferences for engaging with podcasts, as well as other audio content such as music, radio and audiobooks. Collected via online surveys in February and March 2021, the results come from 2,013 podcast listeners.
Download yours here. https://www.billboard.com/p/podcast-360-a-deep-dive-into-the-growing-market/
Podcast 360: Podcast Market Highlights
Despite niche engagement, podcasts see big spend potential
Audio Listeners: 69% music, 61% radio, 31% podcasta, 21% meditation/mindfulness, 12% audiobooks
Podcast Hosts – Heads Up on Motivation for Listening and Podcast Revenue Opportunities
- To be entertained
- To learn more about a topic
- To learn something new
- To stay informed
Top Podcast Genres
34% News & Politics
33% Comedy
29% Entertainment
29% Educational
28% True Crime
26% Society & Culture
24% Sports
Podcast Hosts Have the Power to Influence Listening and Spending
77% of Podcast Listeners agree that “Host personality is important to me in deciding which podcasts to listen to”
66% of Pocket Listeners are more likely to listen a podcast if it is recommended or promoted by a podcast they already enjoy
42% trust ads more when the podcast host recommend the product or service
Podcast Advertising is Welcome and Enjoyed When Relevant
87% of Podcast listeners hear advertising during their podcast shows
77% agree podcasts ads are acceptable as log as I’m able to listen to podcasts for free
56% agree I would like ads that are more tailored d to the products or services I would actually buy
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