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Podcasts in Numbers
Podcasts have proven to be a powerful tool for establishing thought leadership, with 76% of brands prioritizing this objective within their audio strategies.
Additionally, 46% of respondents view podcasts as a more effective medium for establishing thought leadership than other marketing channels.
An impressive 90% of brands expressed satisfaction with their podcast’s performance, highlighting the medium’s effectiveness in achieving marketing objectives.
47% of the US population 12+ listen to a podcast at least once a month. 21.7% of podcast listeners are subscribed to over 70 podcasts. More people (18%) are listening to podcasts in 2024 than they did eight years ago. 51% of Marketers are already incorporating Podcasts into their Marketing Strategies
Post-launch, 36 of the 50 brands recognized lead generation as a key benefit, despite only 14 percent identifying it as a pre-launch benefit. This shift highlighted the unexpected potential of podcasts in driving leads.
Despite challenges, only 2 out of 50 brands abandoned their podcasts, with more than half maintaining or increasing their budgets, indicating a strong belief in the medium's value.
Within the format segment, the Interviews segment is dominant in the podcasting market, holding a market share of 30.6% and a CAGR of 27.8%.
Within the format segment, the Interviews segment is dominant in the podcasting market, holding a market share of 30.6% and a CAGR of 27.8%.
25% of marketers leverage podcasts or other audio content as part of their content strategy. (HubSpot State of Marketing Report, 2024)
47% of marketers who leverage audio content and podcasts plan to invest more budget in 2024. (HubSpot State of Marketing Report, 2024)
In recent years, the number of Indians listening to podcasts has significantly increased, with the industry growing from just 2.54 crore listeners to a huge 17.61 crore in seven years.
Households with $100,000 to $150,000 income account for about 17% of the total monthly podcast listeners in the USA. 51% of monthly podcast listeners have a full-time job, while 25% have a college degree.
All data sourced from the following studies: 1. Cohost/Sounds Profitable Study: https://soundsprofitable.com/press-release/cohost-and-sounds-profitable-release-the-impact-of-branded-podcasts-report-uncovering-key-insights-on-brands-with-podcasts/ 2.Flowsend: https://www.flowsend.ai/podcast-movement-2024/unveiling-the-impact-of-branded-podcasts-report-a-podcast-movement-exclusive 3.DemandSage: https://www.demandsage.com/podcast-statistics/ 4. Market.us: https://market.us/report/podcasting-market/ 5.Backlinko: https://backlinko.com/podcast-stats 6.Hubspot: https://www.hubspot.com/marketing-statistics 7. India Today: https://www.indiatoday.in/information/story/the-rise-of-podcasting-in-india-a-new-era-of-storytelling-2610638-2024-10-03. Write to us for more details.
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