Study: Today’s podcast audience is a WOM powerhouse

Bulldog Reporter


Jul 16, 2021 | Public Relations

“Even before COVID-19, the podcast industry was seeing rapid growth, with monthly listeners reaching 645mn globally in 2019 and advertising revenues growing at a double-digit rate; industry revenues are poised to more than double by 2024,” according to PwC’s Entertainment & Media Outlook 2020-2024.

Good news for podcast advertisers: we have strong evidence that the podcast audience is a word of mouth powerhouse. They talk more about brands across a variety of categories—in fact more so than the audience for any other medium including social media. And they are richer in word of mouth influencers, as well. Given the important tie between word of mouth advocacy and sales, they are a marketer’s dream audience.

According to newly released Engagement Labs data, heavy podcast listeners, who on average listen to 1 or more hours of podcasts per day, engage in more than 100 offline conversations per week about products, services and brands. This compares to 76 weekly conversations for the general public—an increase of 34 percent.

At 102 weekly WOM conversations, these heavy podcast listeners are at the top of the list versus other media.  Heavy social media users and heavy radio listeners are tied for second, both close behind at 99 offline conversations per week, with heavy TV viewers at a distant 67 conversations per week.



Read the full Bulldog Reporter article, here.

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