An important fact that confirms this is that, “Two radio networks are the most popular podcast networks in the United States.”
According to the latest eMarketer report, the most popular podcast producer in the United States is iHeartRadio, with 30.0 million people tuning in to its productions in the month of September. NPR is second with 20.5 million unique listeners . The Wondery podcast network, now owned by Amazon, is third with 11.7 million. The New York Times is fourth and The Walt Disney Co. is fifth.
All of these official media outlets brought their gambling data korea news experience to the podcast platform, and although it may seem like an old and outdated channel, this is not the case, since today, at the end of 2021 and with almost two years of pandemic, podcasts are a very effective communication channel.
How easy it is to drive while listening to a 45-minute program on your favorite topic, or where you can receive all the recommendations for your next business meeting, the podcast is access to the information you are looking for almost immediately.
Podcast and commercial radio
In a collection of data that reaches us at we obtain valuable information for companies or ventures that are motivated by the creation of podcasts. They are undoubtedly an opportunity to convert them into attractive content for your audiences and into a platform that allows you to make known the value of your products or services.
Audio listeners are blurring the lines between radio, podcasts and audiobooks. The Drum spoke to Josh Woodhouse, UK sales manager at Acast, about the explosion of audio content.
According to Acast, podcasts offer a comprehensive coverage across all age groups. They have seen an increase in listening among younger people and perhaps those who spend less time with commercial radio. Acast saw a 51% increase in listeners to its network in 2020, as well as a 250% increase in branded content revenue in 2020.
This is largely due to the growth of new genres, which in turn is attracting radio producers to launch commercial podcasts. The growth in advertising investment is a result of brands recognising the potential of creating podcasts. These allow them to have a longer conversation with a consumer, thus increasing their impact.
Woodhouse mentioned the importance of not falling into the “reach equals results” trap. The “attention economy” is an area where podcasting shines. This shows the real efficiency of reach.
Regarding what The Drum points out, as an entrepreneur or company that is developing its marketing strategy, you can include the podcast as one of the channels or as valuable content for your potential clients.
Importance of valuable content in a podcast
The content of a podcast is entirely chosen by the listener. People usually want to know about a certain topic, say: How to remove makeup from your face a day later? And this person doesn't have time to read or watch a video, so getting the answer in a 25-minute podcast is really ideal and satisfying.
This is where brands and businesses should take advantage of a great opportunity, but not just traditional advertising through audio, no. The opportunity is to make the value of your products known through a solution for your potential customers.
That is to say, you should tell an attractive, entertaining, dynamic story, and if possible, have two or more people participate. This story should answer the question that people ask themselves when they want to find a solution to their problems. The solution then is to reveal what makes your products or services different and the best option.
At Mauna Media we dared in 2021 to generate our content in the podcast version, so that we could bring you real, human and sensitive experiences and experiences of different people who were linked to marketing and business and it went very well for us, in fact, for 2022 we have already thought about the content that we are going to bring to this platform.
You can read a little bit of history and how to create a podcast here, in the Coordinates for creating a podcast.
