Key points of interest:
- The number of worldwide podcast listeners is estimated to increase further to over 800 million users by 2025.
- In the United States, the most popular genres are comedy, news, and true crime.
- 44% of those aged between 26 and 35 said that they listen to podcasts.
Establish your audience –
Once you know who you will be talking to, you will be in a position to tailor your content and increase engagement as you deliver the quality content that your listeners are looking out for. By creating a persona of your ideal audience, you can gain a deeper understanding of the behaviours which influence their decisions and shopping style so you can find the best way to reach them. For example, in the United States, 44% of 26 to 35 year olds said that they listened to podcasts so by not utilising popular platforms, you could be missing out on a huge opportunity that is right in front of your eyes.
Give them what they want –
When you are planning out your podcasts, ask yourself what value you are offering to your listeners. Content for the sake of content can sabotage your strategy and lose the interest of your audience, not only wasting your time, but impacting your reputation as a brand.
In the United States, the most popular genres are comedy, news, and true crime so look into the preferences of your target audience and consider whether you can offer fresh and exciting content that will grab their attention. On a worldwide scale, the highest earning podcast to date is The Joe Rogan Experience, having found a desirable niche by discussing an extensive range of current topics with different guest speakers. Once you find your gap in the market, quickly position yourself as a thought leader and become a trusted name among your listeners.
Consider your delivery tactics –
Reach all the right people by delivering your content in the most effective way. Depending on the message you are trying to get across, ask yourself whether you should be hosting a fun and informal chatty style podcast, a professional talk with specialist speakers or even whether a written form of content is more suitable. Although you can back up your podcast with supporting materials on other platforms, the 18% penetration rate of podcast listeners worldwide means you could be missing out on a huge up and coming trend if you don’t jump on the bandwagon soon.
Get ahead of the curve –
With the popularity of podcasts rapidly increasing, jump on the trend and get ahead of your competition by acting fast. The number of worldwide listeners is estimated to increase massively, surpassing 800 million users by 2025 and becoming a staple for many consumers. Being a completely new way of consuming knowledge in the entertainment industry, we are quickly moving towards a new digital format which is changing the way we soak up information.
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Methodology: Key statistics taken from: