Last week, Edison Research and Triton Digital released their 24th annual Infinite Dial study, the longest running study of consumer use of digital media. For marketers, the most compelling aspect of the study was the section on podcasting.
This week’s Westwood One blog looks at the key takeaways for marketers:
- No longer is podcasting a niche platform lacking scale: 56% of persons 12-34 listen monthly. Two out of five persons 12+ are reached monthly. Podcasting has now earned a starring role in media plans as opposed to “test and learn” experimental buys.
- Podcasting is a now rich source of female and multi-cultural audiences: 43% of monthly audiences are multicultural, a +34% increase in ethnic audiences over the last decade. Over the same period, female audience composition has also surged.
- It is time for brands to commit to podcasting: Podcasting is America’s fastest growing audio platform. Music streaming audiences for Spotify and Pandora peaked in 2016. All of the growth in audio is now coming from podcasting.
No comments:
Post a Comment