Why Do People Listen To Podcasts?

Estimated reading time: 2 minutes

Podcasting is an intimate medium. In fact, “93% of podcasts are listened to alone gives them a lot of potential for exceptional storytelling that listeners can truly invest in. This is a medium that really engages your cognitive prowess and has the ability to transport you into a place, situation or conversation.

Looking more specifically at how and when people listen to podcasts, things become much more interesting. The most loyal listeners, Podheads, listen to podcasts while doing other things at the same time, especially when running errands (26 vs. 5 percent light podders) and shopping (18 vs. 6 percent light podders). Some of the most popular genres amongst these listeners include kids & family (20 vs. 8 percent light podders) and technology podcasts (23 vs. 11 percent light podders).

These Podheads are comparatively more likely to use this media format primarily for further education (26 vs. 15 percent light podders) and inspiration (29 vs. 21 percent light podders). And, mainly use Apple Podcasts (19 vs. 8 percent light podders) and Amazon Music Unlimited (14 vs. 5 percent light podders).

Podcast listening is also not a passive activity…..users must take effort to listen – they go to their player of choice and choose to commit time to their latest episode. Therefore, they want to gain something from the experience whether it’s to be educated, entertained or informed.

In conclusion, because we know that podcast audiences are more engaged with the content that they are listening to, (particularly Podheads who are heavy listeners), they are an ideal audience to be reaching with your advertising message in a very effective way.

About Audiomy

At Audiomy, we are a fully independent, podcast media agency with access to the entire German and DACH podcast advertising market. Our approach to building your strategy and identifying podcasts puts your needs at the heart of the solution.

We are podcast advertising experts…..working with a client list of over 100 brands to produce their advertising campaigns and deliver an incredible 40M audio impressions.

We work with you from briefing to strategy, delivery and campaign reporting. Making it easier for you to benefit from the power of podcasting.

Book a meeting with Audiomy today to understand how German and DACH podcasts can meet your needs.