Source: https://www/radiomatters.org

Podcast Listeners and Broadcast Listeners have more in common than you may think. While podcast listeners are growing, broadcast listeners are not going anywhere. The growth in audio usage across all platforms and devices has been incredible, and this trend is further supported by real-life examples in the news. Below Be Real Management & Marketing of Santa Clarita Valley shares three recent examples of the growth in audio usage and its impact on media marketing:

1. Podcast Listeners and apps: Clubhouse’s Rapid Rise Clubhouse, the audio-based social media app, has been making headlines lately due to its rapid growth. The app, which allows users to join virtual rooms and participate in audio discussions, has gained immense popularity since its launch in 2020. Its user base has grown from 600,000 in December 2020 to over 10 million in May 2021. This growth presents a unique opportunity for advertisers to leverage the app’s engaged user base to reach their target audience.
2. Podcaster Listeners on Spotify: Spotify’s Podcast Push Spotify, one of the world’s largest audio streaming platforms, has been heavily investing in podcasts in recent years. In 2020, the company spent over $500 million on podcast acquisitions and has since been aggressively promoting its podcast offerings to its user base. This push has led to a significant increase in Spotify’s podcast listening hours, as reported in its Q1 2021 earnings report. This presents a great opportunity for advertisers to tap into the app’s growing podcast audience to promote their products and services.
3. Podcast Listeners and NPR: NPR’s Podcast Success National Public Radio (NPR), one of the leading broadcasters in the US, has been producing podcasts for over a decade. The organization’s podcast offerings have been immensely popular, with shows like “Planet Money” and “How I Built This” consistently ranking among the top podcasts on various platforms. NPR’s success in podcasting is a testament to the potential of audio as a medium for delivering engaging and informative content to a wide audience.

The above examples highlight the potential of audio as a medium for delivering engaging content to a wide audience. According to a recent study by Edison Research, 72% of adults who have listened to a podcast in the past month have also listened to AM/FM radio. Furthermore, 62% of those podcast listeners also listen to broadcast radio, indicating that advertisers can benefit from using both mediums to create a multi-pronged approach to reach their target audience.

The same Edison Research study also found that 42% of podcast listeners believe that radio keeps them informed and up-to-date, while 32% consider it a good source of learning. This indicates that radio remains an important medium for delivering news and current affairs content to a wide audience, including podcast listeners.

In conclusion, the growth in audio usage across all platforms and devices presents a unique opportunity for advertisers to leverage both podcast and broadcast mediums to reach their target audience. Real-life examples like Clubhouse, Spotify, and NPR demonstrate the potential of audio as a medium for delivering engaging content that resonates with consumers. By understanding the preferences and perceptions of their audience, advertisers can create impactful campaigns that drive positive outcomes for their brand.

Be Real Management and Marketing Advertising Agency offers REAL People, REAL Dedication, and REAL Results. Twenty-four years in radio advertising proves that “Your Voice Makes The Difference.” Your success is our success.

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Casting your message wide across multi-media platforms maximizes your voice to your customers. If you want to learn more about our work, please call us at 1-800-470-3758 or fill out the form on our contact us page. The advertising and marketing specialists at Be Real Management can help grow your business and deepen the connection between your brand and the consumer.