New Voices Report Reveals 48% of Podcast Listeners in America Have Bought Podcast-Advertised Products
Voices Power of Podcast report explores listening and engagement habits in the podcast medium. (Photo Credit: Voices)
NEW YORK, August 23, 2023 (VSNewsNetwork.com) - Voices, a leading voice over marketplace, has released its Power of Podcasts Report today, detailing the listening habits and engagement of podcast audiences in the United States. A key finding from the report reveals that 48% of listeners have bought at least one product advertised on a podcast in the past year, showcasing the medium's growing effectiveness as a marketing channel.
The report also highlighted that podcast listenership in America has reached an all-time high, with an estimated 82 million listeners. Reasons for tuning into podcasts include entertainment (62%), staying up-to-date with topics of interest (54%), and multitasking (48%).
"Podcasting has proved to be exceptionally effective at strengthening online communities, and in turn, cultivating an engaged audience," stated David Ciccarelli, CEO and Founder of Voices. He further elaborated, "This specific style of content allows a brand to explore ideas with depth and nuance, increasing their authority on a subject and providing value in ways which other forms of media fall short."
Among the other insights from the report:
Podcasts significantly contribute to brand awareness, with 76% of listeners able to recall at least one podcast-advertised product, service, or organization.
Host-read advertisements are more favored, with 62% of those who have a preference preferring an ad read by the podcast host over a brand-produced ad.
Comedy is the top genre, attracting 42% of listeners, followed by engaging hosts as a key factor for retention, with 37% continuing to listen because they enjoy the host.
Social media plays a vital role in podcast promotion, as 62% of listeners follow their favorite shows or hosts on social media platforms, and 31% discover new podcasts through social media.
These findings emphasize the potential of podcasts as a versatile medium for both entertainment and marketing. The report indicates that podcasts are not only an effective means for brands to reach and engage with consumers but also provide unique content that appeals to a wide array of listeners.
For more insights and the full Power of Podcasts Report, visit Voices at: https://www.voices.com/company/press/reports/power-of-podcasts.
Source: Voices via Newswire
