Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
learn new things. In addition, podcasting now represents 9% of daily audio listening time (including music) and nearly one-third of daily listening time to spoken word audio (includes news, talk radio, and audio books). Even after the pandemic aberration, growth remains unabated as evidenced by ad revenue ($2.5B growing 37% CAGR over past 5 yrs.) and the number of listeners as shown below. Moreover, the impact on brand marketing strategy effectiveness has been felt in the following ways: • Nearly half of listeners are more likely to buy from a brand after hearing its advertisement on a podcast • Podcast listeners are more active in social media • 80% of podcast followers listen to (almost) the entire episode Much of the growth is attributed to developments in technology, content ownership, convenience, and extensions of podcasting into other marketing arenas.
Podcast Subscriptions
Podcasting is a great way for audiences to get to know you especially while driving, exercising, doing home chores, and dog walking. Engagement through this unique long form content is humanizing and works well with guests and partners.
As of January 2024, there are now over 5M registered podcasts hosting more than 150M episodes. Edison estimates a record- high 89 million Americans (31% of population over 12) will be listening to podcasts weekly, 75% of whom tune in to
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