Podcasting continues its meteoric rise, with over 100 million monthly listeners now tuning in to on-demand audio shows. As brands look to capitalize on this engaged audience, understanding the podcast landscape is crucial.
I recently reviewed the 2023 Podcast Trends Report from SXM Media, which provides fantastic insights into listener behaviors and preferences across top genres. Here are some of the key trends and takeaways:
Comedy Still Reigns Supreme
Comedy remains the #1 podcast genre, with 78% growth in downloads last year. Listeners cite comedy shows as improving their mood and describe them as "fun and entertaining." Comedy podcast fans are some of the most engaged, frequently sharing shows and supporting sponsors.
True Crime Obsession Continues
True crime saw massive 207% growth in downloads, more than any other genre. But listeners note they aren't drawn to the gore, rather the justice and understanding. Women make up the majority, seeking empathetic storytelling. This audience actively supports the hosts and causes.
News Podcasts Offer Depth
Given the decline of traditional news outlets, podcasts fill the need for trusted perspectives. 64% of news listeners prefer short form content fitting into their daily routines. They index high for taking action on issues mentioned.
Health & Wellness = Mental Health
This genre provides community and coping tools for listeners. Over 60% say these shows are good for their mental health and inspire them to improve their lives. Niche categories like spirituality and self-help are gaining traction.
Lifestyle = Friendship Vibes
Lifestyle podcasts emulate a chat with friends about pop culture and celebrities. 47% find hosts more authentic than other mediums. Listeners support hosts' partners and causes. Ad-free streaming means unique reach.
The Power of Intimate Storytelling
A core theme is podcasts providing trusted voices and relationships between host and listener. Audiences are highly engaged and loyal to hosts they feel connected to. This allows brands to build affinity by associating with beloved shows.
Targeting Drives Results
With robust targeting capabilities, the report emphasizes results for brands sponsoring contextually aligned podcasts. Significant lifts were shown in brand awareness, favorability and purchase intent.
Key Takeaway
The data makes a strong case for brands allocating marketing dollars to podcasts. By identifying specific shows that allow relevant targeting, marketers can build strong connections with these loyal, engaged audiences.
