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Branded Podcasts Matter More Than Ever
Podcasts have become a powerful tool for brand engagement, and new research from Research – Sounds Profitable sheds light on just how influential they are. In partnership with Signal Hill Insights, the study surveyed over 5,000 Americans in June 2024, making it one of the most comprehensive looks at podcasting habits today.
Who Are “Brand Fans”?
The study identified a group called “Brand Fans” – listeners who are highly likely to consume podcasts about their favorite brands or products. These fans are younger, more diverse, and more engaged than the general U.S. population:
- Age: 78% are under 55, compared to 61% of the total population.
- Diversity: Hispanic and Black Americans are significantly more likely to be Brand Fans than the general population.
- Gender: The split closely mirrors the general population, with a slight male majority (52%).
Podcast Consumption Trends
Podcast listening is booming, with 59% of respondents consuming a podcast in the past week. Brand Fans, in particular, spend more time with digital media, including YouTube, TikTok, and Instagram, than traditional radio or TV.
Preferred Platforms for Podcasts
- YouTube (43%) is the top choice for podcast consumption, outpacing Spotify (20%) and Apple Podcasts (9%).
- Mobile-first: 31% use iPhones and 27% use Android phones for listening.
Why People Listen to Podcasts
Brand Fans cite numerous reasons for engaging with podcasts, with top benefits including:
- Learning about topics of interest (83%)
- Discovering new hobbies (82%)
- Having something to listen to while commuting (80%)
- Finding companionship through audio (78%)
The Social Nature of Podcasting
Word-of-mouth is a major driver of podcast discovery. Among Brand Fans:
- 74% receive podcast recommendations from their social circle
- 76% actively recommend podcasts to others
- 88% are likely to try a podcast recommended by someone they trust
Branded Podcasts: A Mark of Quality
For brands considering podcasting, the research is clear: branded content is welcomed by engaged listeners.
- 69% of Brand Fans are more likely to try a podcast if a company is involved.
- They see brand involvement as a sign of credibility rather than an interruption.
What This Means for Brands
Branded podcasts represent a huge opportunity for companies to connect authentically with their audience. With engaged, loyal listeners actively looking for content from brands they trust, podcasting is not just a trend—it’s a strategic must-have.
Is your brand ready to leverage the power of podcasting?
Auddy – Podcast and Audio Creative Services
As one of the original (and highly award winning) podcast production teams in the UK, our team has created end-to-end partner for B2C and B2B audio experiences. Producing branded podcasts and award winning shows for Mr Porter, Selfridges, Soho House, Fenwick, BT, Project Everyone, Greenpeace and World Financial Group among others.
From idea development, production to hosting, marketing to sound design, we can manage it all for you.
Plus, we are international; with teams operating in the US, UK and Europe and our team of experts have extensive global experience from UK, India, Singapore, NZ, Australia, US and European.
Find out more about…. Branded Podcasts
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