In 2006, barely anyone listened to or even knew what a podcast was. Today, almost 50 million people listen to podcasts daily and is expected to grow to 115 million in 2021. In our digital world, with rapid technological advancement, there are many ways to display content digitally. So why are podcasts, a simple media form so popular?
Podcasts are a booming medium, with 50% of all households listening in.
Podcasts offer many benefits for brands and listeners. Here are 7 reasons why podcasts are taking over digital media.
Reason 1: Accessibility
One of the main reasons why podcasts are so popular is because of their accessibility. Podcasts are readily accessible on platforms that most users already have on their phones like iTunes, Spotify, and Pandora. Listening to podcasts on these mediums doesn’t include any extra purchases or subscriptions. This makes it essentially free to listen, and thus more accessible to a wider audience.
Podcasts can also be accessed through a variety of devices. Consumers access podcasts through computers, mobile devices, tablets, Bluetooth, or smart speakers. Podcast creators are taking steps to be inclusive to all by providing transcripts or using third-party applications to be accessible to the deaf and hard-of-hearing communities.
One of the main reasons why podcasts are rising in popularity is because they are enjoyable and accessible. Research conducted by Edison Research found that people enjoy podcasts because of the following reasons:
· 87%- Ability to Multitask
· 80%- Portability
· 78%- Can listen anywhere
· 73%- Can listen on a computer
Reason 2: Ability to Multitask
As stated above, a huge reason why podcasts are so popular is because they allow you to multitask. Unlike other mediums where you have to dedicate time to reading, or to sit and watch, podcasts allow listeners to simply press play and listen. Podcasts are easy to listen to while doing day-to-day activities. While 70% of listeners do nothing else while listening, many people listen to podcasts while doing another activity. Here’s some stats on when and where people are tuning in.
· 59% listen while doing household chores
· 52% listen while driving
· 50% listen while cooking
· 46% while walking around
· 44% while running or exercising
· 33% on public transportation
Reason 3: Variety
According to Podcast Insights, there are over 1.5 million podcasts and 34 million episodes available. This variety is why podcasts are so popular; there’s literally something for everyone. Whether you want to dive into true crime, catch up on the news or have a laugh, there’s a podcast for you. According to Podcast.co, here are the top 5 podcast topics that people are tuning into.
1. True Crime
2. Talk Shows
5. TV Shows, Books and Films
Reason 4: Loyal Following
Podcasts are growing in popularity partly due to their loyal listeners. Podcasts have listeners that are incredibly loyal to their favorite programs. Listeners establish relationships with the host(s) and want to return when a new episode is posted.
This is good and bad when it comes to competition. Developing a loyal audience ahead of the competition is key. But once you have these listeners, they’ll be there for you. 20% of listeners are more likely to connect with brands on social media that they have this connection with.
Reason 5: Community
Going hand-in-hand with a loyal following is community. Podcasts help you find like-minded individuals whom you share interests with. This could be your passion for unsolved crimes, world news, or Harry Potter. Some podcasts have social media channels and discussion groups to continue the conversation. Some shows even sell merchandise, for fans to show their love. Podcasts help build community because listeners love to connect with others who enjoy the same topics as them.
Reason 6: Advertising
To culminate in the previous two topics, podcasts allow advertisers to reach the perfect niche. The large variety of podcast topics help advertisers to narrowly target the correct market for their products. What better way to advertise your state-of-the-art knives than on a cooking podcast?
Studies also show that consumers trust advertisements on podcasts more than they do on other mediums, especially if read by the host. This is a more affordable type of influencer marketing. Marketing Week reports that 78% of listeners approve of podcast advertising, and 63% ended up purchasing a product after hearing about it. This is a slam dunk for advertisers.
Reason 7: Easy to make
Podcasts are surprisingly easy and non-time consuming to make. You don’t need a state-of-the-art studio or high-tech equipment. And as podcasts are audio, you don’t need lights or cameras. You can even record in your pajamas (perfect for working at home). Ready to dive in? With The Houston Pod, you can introduce podcasts with help along the way.
Podcasts are a booming medium. With millions of listeners daily and an endless list of topics, it’s safe to say that podcasts are a staple. With the ability to multitask while listening to a niche subject you enjoy, podcasts prove to be a hit.
For help starting or making a podcast, check out our website here.