Chances are you listened to a podcast this week. Maybe even today. Maybe even as you’re reading this.
The trends in podcasting continue to evolve quickly, along with the rest of media and to keep up with things, I always enjoy talking one of our key collaborators, Jon “JAG” Gay, who owns podcast production company JAG In Detroit Podcasts. He’s our insider in that sector, who was in the rooms for all of the key discussions at last week’s Podcast Movement conference outside Washington, DC.
I asked JAG (as I call him exclusively) to take some notes for us about what communicators and businesspeople, not just podcast professionals, need to know about the trends. When we talked through it, it reinforced what we’re telling many clients – don’t ignore podcasts as a “fad.” This is part of what media looks like now.
Here’s some of what he shared:
“About 74 percent of American adults have listened to podcasts. 53% this month. More than a third this week. And those numbers are growing. That’s according to research from Sounds Profitable.
But here’s what I think communicators really need to understand. 87% of podcast listeners say they’re open to listening to more podcasts. That means the market is far from oversaturated. Podcast listeners want more podcasts.”
Noted.
And there’s other data worth knowing for anyone trying to get a handle on podcasting heading into 2025 planning.
“40 percent of podcast listeners spend more time listening than they did a year ago,” JAG said, based on his conference notes.
Think about that compared to terrestrial radio, “Prime Time TV” and just about anything other than streaming TV series and live sports.
But why listen to podcasts? Even niche ones? Isn’t there already a podcast for everything? Not so, I heard.
“82% of podcast listeners say the main reason they listen to a podcast is because the topic is of interest to them. Sure, the hosts and guests have to be compelling. It has to be well-produced and sound good. Even look good, as YouTube has become an important way for
podcasts to reach audiences. But content really matters and if you can give audiences some of value on a topic they’re really into, you can keep that audience.”
And while some podcast creators are spending a lot of money on social media promotion, the research presented at Podcast Movement shows some of it isn’t effective. JAG said, “The best way to promote a podcast is word of mouth – listeners telling other listeners. Guests calling attention to their appearances.”
Hmmm… sounds like, even with this platforms, PR still matters.