Joe Rogan Is The Biggest Brand in Podcasting

A new study by Coleman Insights reveals that The Joe Rogan Experience has the highest Unaided Awareness of all podcasts among monthly podcast users. Furthermore, more than twice as many podcast users are aware of Rogan’s show on an unaided basis than any other podcast.

The study of 1,000 18 to- 64-year-old monthly podcast listeners conducted in May 2019 asked respondents to name as many podcasts as they could think of, regardless of whether they listened to them. The Joe Rogan Experience was mentioned by 14% of all respondents, followed by Serial in second place at 6%. The only other podcasts that achieve Unaided Awareness levels above 3% are The Daily, This American Life and My Favorite Murder, each of which was mentioned by 4% of the study’s respondents.

Coleman Insights President Warren Kurtzman explains, “This study makes the importance of branding in podcasting crystal-clear. On the one hand, we see how big of a brand Joe Rogan has relative to every other podcasting brand. On the other hand, the leading brand is top-of-mind with only 14% of podcast listeners, and he started his show 10 years ago! Figuring out how to cut through and be memorable is a real and daunting, but exciting, challenge for podcasters.”

Coleman Insights will reveal additional results and insights from the study in a presentation at Podcast Movement, to be held at the Rosen Shingle Creek in Orlando. The session, “Outside Thinking for Podcasts”, is set for Wednesday August 14th at 9:00 AM as part of the conference’s Industry Track.