Diversity have just published a new Insight you might be interested in...
Voices of a Generation: How the growth of the podcast market has opened up new advertising opportunities
Traditional radio might have been relegated to the annals of history, but voices are finding a new outlet due to the advent of streaming services and the rapidly growing podcast market. The podcast market has seen a dramatic rise over the last decade, achieving significant growth over the course of the pandemic. In 2006, polls showed only 22% of the US adult population were aware of podcasting. By 2021, this figure had risen to 78% with an estimated 120 million podcast listeners in the US today. A diverse and open market, podcasters come from all walks of life, covering a whole host of topics. Anyone can start a podcast and this form of creative freedom has found a highly engaged following in its listeners. A level of engagement that makes podcast advertising an intriguing prospect for brands looking for new marketing opportunities.
