common podcast listeners exit extra

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Podcast promoting soared final yr, however what alternatives exist for entrepreneurs in 2022?

Nielsen has been measuring the digital audio house and located that podcast stock is up 200% within the final two years. There are 2 million extra titles, and 92 million extra episodes. Half of podcast listeners are additionally rising their listening time.


2022 MarTech replacement survey

Research by Statista present podcasts tailing off a bit amongst some demos since their peak in 2021. However in the important thing 35-54 demo, the share of month-to-month US listeners remained regular in 2020-21, and really climbed from 39% in 2021 as much as 43% in 2022. (In the identical interval, the share of US customers 12-34 who had been month-to-month listeners dropped from 56% right down to 50%.)

Why we care. The trick is for entrepreneurs to attach with podcast listeners who’re receptive to advertising and marketing, and to weed out the pandemic-fueled surge from extra enduring developments and behaviors amongst listeners.

Additionally, discovering out extra in regards to the different actions that listeners participate in helps inform entrepreneurs about what campaigns and calls to motion they need to execute on audio.

Learn subsequent: How one can get the perfect ROI from podcast promoting

Out on the earth. Podcast listeners are multitasking whereas they pay attention. Nielsen in contrast podcast listeners to the whole pool of customers and located some actions the place podcast listeners had been considerably larger, making these behaviors actionable for entrepreneurs.

For example, in resuming pre-pandemic actions, solely 26% of all customers say they’re visiting espresso retailers. For podcast listeners, this proportion shoots as much as 41%. They’re additionally extra prone to dine out (48% vs. 41%).

Podcast listeners are additionally extra doubtless to buy garments at a brick-and-mortar (34% vs. 25% for the general inhabitants). And 54% of listeners mentioned they’ll store at a retailer for non-grocery gadgets, vs. 46% for the whole inhabitants.

Listeners are additionally gathering in-person with family and friends at the next price – 63% vs. 53%.

In order summer time approaches and model entrepreneurs take into consideration a few of these previous acquainted pre-pandemic behaviors like journey and cookouts, join on podcasts with those that are able to get together prefer it’s 2019.


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About The Creator

Chris Wooden attracts on over 15 years of reporting expertise as a B2B editor and journalist. At DMN, he served as affiliate editor, providing unique evaluation on the evolving advertising and marketing tech panorama. He has interviewed leaders in tech and coverage, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama because the nation’s first federal CIO. He’s particularly keen on how new applied sciences, together with voice and blockchain, are disrupting the advertising and marketing world as we all know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. Along with his marketing-focused reporting in business trades like Robotics Developments, Trendy Brewery Age and AdNation Information, Wooden has additionally written for KIRKUS, and contributes fiction, criticism and poetry to a number of main guide blogs. He studied English at Fairfield College, and was born in Springfield, Massachusetts. He lives in New York.

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