New research studies on podcasts and fandom topics and their impact on both brand marketers and talent have been released.
From the new white paper entitled The Fandom Phenomena, The Wondery, Dentsu and Edison Research, we present opportunities opened up by the deep emotional connection and sense of community that fans experience when listening to their favorite podcast hosts and programs.
Almost half (46%) of podcast fans are their favorite podcast fans over any other entertainment.
Of the 100 million Americans (Edison Research, Infinite Dial 2024) who listen to a weekly podcast (one third of the US population), those who identify themselves as “fans” spend more than 9.25 hours a week.
Podcast fans are so emotionally invested in shows and hosts that they look for ways to attract fandom beyond podcasts, and carefully consider brand promotions to listen to and watch elsewhere on their favorite podcasts.
Featuring new data based on research and qualitative interviews, the survey noted that 71% of podcast fans feel they are friends with their favorite podcast hosts.
Due to the brand and talent, opportunities are opened up by the deep emotional connection and sense of community that fans experience when listening to their favorite hosts and programs.
For example, 55% of podcast fans say they are more likely to consider a product or service if their host recommends it, while 57% are more likely to pay attention to the brands that support their favorite podcasts.
Furthermore, 62% say they are fans. Because podcasts help you feel like you're part of something bigger than you.
The context is important as 42% of podcast fans say they are more likely to pay attention to podcast ads related to topics described within the program.
68% of fans follow their favorite podcasts on social media, and 43% of fans are involved in podcast origination IP through other media such as television, books, podcast talent, studios and more.
Theondery displays top-performing podcasts like the true crime community, with the opportunity to expand Exhibition C and connect with each other through the IRL experience, including the recently announced Exhibition C Cruise, and the social media fan community.
Nicole Blake, Chief Brand Head of The Wondery, said: “As well as a great source of entertainment and information, podcasts also provide listeners with a sense of connection that stands out as something unique in media and entertainment situations.
“Podcast fans are invested in hosts, stories and fan communities. This provides a great opportunity for marketers to reach key audiences by extending their IP to areas such as consumer products and IRL experiences.”
“We're looking forward to seeing you in the process of exploring the world,” said Jennifer Hungerbuhler, direct director of Dentsu's Chief Publishing Company.
“They provide an intimate and personal listening experience, which helps to promote a strong connection between the brand and listener.
“The findings of this study highlight the incredible growth in the podcast industry and the strong level of engagement among podcast listeners. These findings reinforce the belief that podcasts are effective channels for building brand awareness and loyalty.”
“We are pleased to announce that we are committed to providing a range of services and services to our customers,” said Megan Lazovick, Vice President of Edison Research. “Since 2006, Edison Research has measured year-over-year growth in podcast listening through its annual Infinite Dial Research.
“While many factors have contributed to the increasing popularity of podcasts, we have consistently found that personal recommendations and word of mouth remained at key discovery points.
“The podcast industry is owed a debt of gratitude to passionate fans who introduce the show to new listeners and fans every day. Research into the fandom phenomenon shows gratitude. Listeners are extremely grateful for all the ways in which podcast fandom has enhanced their lives.”
To access the full white paper, go to https://fandom.wondery.com/.
