Last updated October 22, 2024 – 11:08 AM
New data from Acast and Nielsen shows that podcasting is firmly establishing itself as the dominant force in advertising, surpassing traditional channels like radio.
Research shows that 42% of the UK public has listened to a podcast in the past week, and 21% listen to it at least once a day, highlighting the medium's growing influence and reach. I am.
This surge in podcast popularity reflects a shift in consumer behavior, with on-demand content increasingly preferred for its convenience, variety, and accessibility.
Over the past six months, podcast listening has increased by 43% and podcast listening has increased by 39%. Listeners cited a number of reasons for their increased spending, including self-development and mental health.
The data shows that podcast ads are perceived as some of the least intrusive advertising (ranked second only to movies) and are twice as trusted by the British public as celebrity ambassadors. Hosted by a podcast host (45% vs. 20%).
This combination allows for highly effective and personalized ad placements that resonate more deeply with listeners than traditional broad advertising methods such as radio. In fact, 25% of monthly podcast listeners don't listen to radio.
More than half (51%) of monthly podcast listeners have watched a video podcast in the past seven days, and 37% of UK listeners actually prefer podcasts that include video.
Josh Woodhouse, regional managing director for the UK and Ireland, said: “Podcasting has moved into mainstream media channels in an incredibly short period of time.
“Our latest findings highlight the importance of podcasting as a popular entertainment medium and a powerful advertising platform. Not only are podcasts keeping pace with traditional media, but also in the digital age. It's clear that we're setting a new standard for how content and advertising interact.”
