The growth of listening podcasts continues: the use of mobile applications up 60% since January 2018, according to a study

The use of applications in podcast has increased 60% since January 2018, and the growth of the sector is expected to continue as 45% of listeners said they plan to grant more podcasts in the future, according to a study by Adobe Analytics.

Discovery and growth. The study, which combined survey information from 1,008 US and Comscore respondents including 193 million unique monthly visitors from US mobile apps (between January 2018 and May 2019), revealed that 41% of discoveries of podcasts are via online sources such as blogs and articles. .

The report also indicates that 25% of current podcast listeners have started listening to podcasts for the first time in the last six months. Nearly three-quarters (72%) of respondents believe that the quality of podcasts is increasing and only 6% feel that their quality is decreasing.

Who, where, what? One-third of Generation Ys report listening to at least five podcasts a week, which is the largest number of listeners. Just over half (52%) of respondents indicated that they listened to podcasts when they were working or going to work and 42% said they were listening in the car.

The four most popular genres turned out to be comedy, education, history and real crime / documentary. Video game podcasts and discussion panels were among the least popular categories.

Ad Effect Effectiveness. The majority (60%) of the interviewees surveyed said they had looked for a service or product after hearing about a podcast and 25% said they ended up buying.

The report also found that of 72% of listeners who heard a podcast announcement, 33% said that podcast ads were more appealing than ads of other formats, and 40% found ads less intrusive than other types of ads.

58% of respondents ignored podcast ads.

Why we should care. The podcast boom is increasing the viability of advertising on podcasts to reach a growing audience. And, with more data available on platforms such as Spotify or third parties such as Nielsen, advertisers have more targeting capabilities to help them get closer to the audience most likely to be interested in their audience. products or services.

About the Author

George Nguyen is Deputy Editor at Third Door Media. His background is in content marketing, journalism and narration.

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