Podcasting in 2023
2022 was an amazing creative year for our team at Everything Podcasts. Our creative teams masterfully created audio stories for clients like KPMG, The Knowledge Network, Pattison Media, University of Manitoba, BDO, Canadian Museums and dozens of others. You can explore all of these brands on our website. These brands all realized the power of podcasting. They recognized podcasting presented the opportunity to create content their target audience would be interested in and choose to spend time-consuming. The intimate and conversational nature of podcasting creates higher engagement and a feeling of closeness to the content. Plus, branded podcasts are a good way to reach people who avoid ads. Podcasts give you the opportunity to build a relationship with potential customers by showing off your values and providing industry credibility in your respective space.
What does 2023 hold for podcasting? According to the new report by Signal Hill, podcast listeners love podcasts and have shown growth compared to the Spring report. Weekly listeners now consume 5.2 podcasts per week on average, up +11% from April 2022. Weekly listeners consume 6.5 episodes in an average week, up +5% from the Spring.
Heavy podcast listeners are at an all time high
In 2019, 36% of weekly podcast listeners consumed 6+ hours per week. In 2022, the heavy podcast listener group grew to 39%, an all time high.
Key takeaways:
Podcast listeners have the podcast habit, listening to more episodes and more shows per week versus April 2022
Heavy podcast listeners are at an all time high
Podcast listeners seek out opportunities to connect with their favorite podcast hosts: 56% of weekly listeners follow them on social media
Weekly podcast listeners are interested in attending both virtual and in-person podcast events
43% of heavy podcast listeners are paid subscribers to a podcast
Exclusive content trumps an ad-free experience as a decision driver for paying for a podcast
Extra content also leads the list of exclusive benefits for podcast listeners who are considering paying for a subscription
Podcast listeners want new content as soon as it is available with 73% of weekly listeners and 82% of heavy listeners listening to new episodes within 24 hours of release
If your brand is considering producing its own podcast series, these five statistics about podcast listeners will give you the confidence to jump in and create a podcast.
1. A podcast will boost your social media following
Podcast listeners are more likely to follow companies and brands on social media.
2. Listeners can learn about your brand
When asked to select the reasons why respondents listen to podcasts, 66% of respondents from a Nielsen survey selected "to learn something new." Podcasts are a great way to teach your customers about your brand and your team.
3. Consumers have a new way to receive your information
66% of consumers today prefer podcasts over TV. Podcasts offer people a different way to consume more personal information and "one on one."
4. People choose to listen
When podcast listeners tune in to an episode, 80% of them stay tuned in for most or all of the episode. If you consider how hard it is to get a consumer to listen to even a short advertisement on traditional media, this statistic is exciting. Imagine getting a consumer to spend 20-30 minutes with your brand each week. That is what you get when you create a podcast for your brand.
5. Listeners act
76% of listeners say they've acted after hearing a podcast ad, which could include visiting a site, making a purchase or taking out a subscription. Consumers who hear your message inside of the podcast you create are more likely to act on that message.
Consumers trust podcasts and because of this, they are becoming a popular way for brands to communicate authentically.
Discover why these brands chose Everything Podcasts to tell their stories.
