Because of the increased simplicity and rise of mobile, podcasts reach listeners at times when they can focus on the content and aren’t otherwise inundated with messaging: 85 percent of listeners hear all (or most of) a podcast 69 percent of monthly listeners use their smartphone/tablet/portable device 51 percent of podcasts are listened to at … Continue reading Right Time, Right Place
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The Podcast Consumer 2018
Edison Research posted its annual research around podcasting. Key highlights: Listening continues to grow Audience skews wealthier and more highly educated than general U.S. public 58% of listeners spend on average more than 3 hours/week listening to podcasts Access the slide share. Watch presentation here:
Highly Desirable Audience Demographics
According to Edison Research (2017), monthly podcast listeners 18+ are more favorable than the general U.S. population in: Annual Income: 45 percent of monthly podcast listeners 18+ have annual household incomes >$75K (compared with 35 percent of the U.S. population); 16 percent have annual household incomes >$150K (vs. 10 percent of U.S. population) Education: 30 … Continue reading Highly Desirable Audience Demographics
Measurement & Monetization
To date, measurements and monetization efforts have been limited to Downloads: Services measure podcast downloads, which usually occur when listeners subscribe to an automated feed. However, just because a podcast is downloaded doesn’t mean it was played – or how much of it was played. Direct response ads: With pre-roll, mid-roll, and post-roll ads – … Continue reading Measurement & Monetization
Why the Timing is Right Now: Simplicity & Audience Growth
Like many other technologies, the podcast promise has outweighed its productivity – until now. That’s because a series of factors are now aligned to make branded business podcasts a prime marketing vehicle for small- and mid-sized brands that want to drive increased direct response and new qualified leads. The key factors that have changed in … Continue reading Why the Timing is Right Now: Simplicity & Audience Growth
