A report by customer experience platform DISQO highlights the power of podcast advertising, revealing that 45% of daily podcast listeners pay more attention to podcast ads compared to other mediums. DISQO surveyed a nationally representative sample of 34,841 consumers and analyzed their online behaviors to understand their podcast listening habits.
Approximately 33% of listeners reported liking a brand more when it is advertised within a podcast they enjoy or by a host they like. The report also shows that podcast listeners tend to be younger, male, highly educated, and have a higher income. Content holds more weight than star power when it comes to podcast discovery, with two-thirds of respondents stating that they search for podcasts primarily based on topics. Recommendations from friends, family, and social media are highly trusted sources for discovering new podcast content.
The study also highlights the 10-point growth of podcast engagement among higher-income and older adults.
