By W.B. King
Among takeaways from Acast’s 2024 Podcast Pulse report is that 84% of podcast listeners have taken action after seeing or hearing brands promoted by their favorite podcasters outside of the podcast itself, 66% have been introduced to a new brand and 53% have talked to friends, family and coworkers about the advertiser.
“One thing we understand as an industry is that podcasting is shifting. Podcasters are becoming multifaceted content creators, expanding their craft beyond the podcast to everywhere and anywhere people are getting their content fix— whether that’s video, social, live events and so much more,” said Greg Glenday, Acast’s chief business officer.
“Put simply, audiences want more from their favorite podcasts — and our insights prove that they’ll follow them wherever they go,” he continued. “Podcasting is a place where creators wield genuine influence, reflected in both authenticity and impact.”
A More In-Depth Discussion
In August 2024, Acast, in partnership with Edison Research, Podscribe and Dentsu, surveyed 1,031 respondents, aged 13 and older from the U.S. Acast-hosted shows, both large and niche (less than 50,000 listeners), representing a total of 3,372 campaigns (defined as a single show, a single audience target, or a single RON line item) were analyzed.
“In podcasting, there's no better place for consumers to hear more about what they love—or be surprised to learn something new,” the report offered, adding that two in three respondents said podcast are the best way to learn about topics they are interested in. To this end, respondents ranked media outlets as follows: podcasts (34%), YouTube (32%), social media (22%), television (7%) and radio (3%).
Additionally, the report noted:
66% of respondents agree podcasts provide more in-depth discussions of a topic than other forms of media.
64% of respondents agree podcasts cover topics not typically covered by traditional media.
60% of respondents agree podcasts feature voices and perspectives not typically found in traditional media.
“Gen Z is most likely to use podcasts to avoid traditional media, with 32% strongly agreeing,” the survey found. “Hispanic and Latinx strongly agree (38%) that podcasts offer voices and perspectives not typically represented in mainstream media.”
The leading reasons listeners tune in to podcasts, according to the report, are to learn more about specific topics (92%), because podcast cover topics in more depth (92%), and that they related to the podcast personally (85%) and because they relate to podcasts professionally (65%).
“Content is given room to breathe, with more time to explore subjects and give a more considered take— whether it’s dissecting current events, nerding out about the latest blockbuster, or a celeb interview full of unexpected detours,” the report continued. “This creates an environment for brand messages to be heard where audiences are more attentive, receptive, and open to new ideas.”
Niche Podcasts Have an Edge
Regarding advertising metrics, 79% of media buyers agree that podcast advertising has effective targeting methods, 86% are interested in omnichannel campaigns featuring podcasts/podcasters, 93% agree that podcast hosts are valuable cross-platform influencers, and 100% said podcast advertising is complementary to a media mix.
When asked what type of media advertisements are most relevant to their interests, those polled responded:
Podcasts (56%).
YouTube (47%).
Social Media (42%).
Television (27%)
Radio (19%).
The survey also found that four in five podcast listeners tune into niche programming. Sixty percent said niche podcasts offer more value and deeper insights, 60% said they are more engaging and 59% said they have a stronger connection and loyalty. This has an impact on advertising as well. Sixty-three percent of respondents are less likely to skip advertisements for niche podcasts opposed to mainstream podcasts, 59% are more likely to trust recommendations and 57% said they are more likely to pay attention to nice podcast advertisements.
“Shows with smaller but devoted followings deliver real value for brands advertising within the long tail of podcast listening,” the report noted. “While they might not have the headline-grabbing weekly listening figures, they generally have lower ad load, higher listen-through rates and more deeply engaged audiences. Investing in these shows through audience targeting creates a larger aggregate audience and more efficient campaign performance.”
Creating Community
Like the credit union “people helping people” ethos, the survey found that one in two people feel a part of a community by listening to podcast. When asked to rank media outlets that offer the best sense of community, the response was as follows:
Podcasts (55%).
Social media (52%).
YouTube (47%).
Television (26%).
Radio (26%).
“More often than not, podcasts foster vibrant and proactive communities that strengthen the relationships between listeners and hosts, and among listeners themselves,” the report noted. “Brands have a unique opportunity to engage with these tightly-knit audiences by participating in discussions, sharing relevant content, and integrating seamlessly into the podcasting ecosystem that can actually add value to the community.”
Among other report takeaways is that four in five respondents will consider a brand or product promoted by their favorite host, 46% said advertisements are more relevant to them that through other media channels, 44% pay more attention to advertisements on podcast that other media outlets and one in two trust recommendations from podcast hosts.
“Eighty-eight percent of podcast listeners have taken some form of action because of the ad and 94% or niche podcast listeners have taken action,” the report said. “The bond between creators and their audiences spans all platforms, omnichannel allows brands to center campaigns around where creators' meet their fans. By extending your campaign across these channels, you can reinforce your brand message with a unified, audience-focused approach.”