Podcast Trends
Have you heard the name Dave Winer? Dave is a former researcher at NYU and Harvard. He had pioneered the development of weblogs, syndication (RSS), podcasting, outlining, and web content management software. Hailed as the Grandfather of Podcasts, Dave has invented and propagated new media types including podcasts but is still fairly unknown in this part of the world! In a galaxy of Technology enablers, I wont blame you if you haven’t heard his name!
Podcast has emerged the best discovery of recent times and especially the COVID19 Lockdown times! As a marketing manager of your organisation or a credible business owner, I know what you are thinking!
Why should i jump on to the Podcasting bandwagon?
Alright, so let’s jump to the stats and why you should be concerned.
Global Podcast trends
Let’s start with the frequency of consumption of podcast across the globe.
As we can see from the above image, North America, Australia, China, Saudi Arabia and parts of Europe are the highest consumers of Podcast content in 2019.
Click here to read Decoding Podcasts for a focused brand engagement
As we can see, USA is ruling the roost in Podcast as per latest research reports and many of the podcasting trends in USA dictate the global trends as well. However, many parts of the world are fast picking up the trend especially South Korea, India, Saudi Arabia and Scandinavian countries.
Genre of Podcast Consumption
Podcast consumption just like other content consumption varies as per the common populace mindset and their idea of education plus entertainment.
As we can see from the above iTunes sourced image, till June 2019,
- True crime as a genre was being heavily consumed in USA, Central America and Australia.
- While, the genre of society and culture has a big audience base in Russia, Saudi Arabia, Brazil.
- Comedy, as a podcast genre is prevalent in China, Italy, Spain etc.
- While India prefers content related to Health and Education!
- The consumption of News and Politics is prevalent in Japan, the land of the rising sun!
I know that you are multi-talented and you can juggle multiple genres but the above image can give you a focused plan on which country do you wish to target!
Check out Social Buzz podcast that focuses on Digital Marketing trends.
When does a listener listen to podcasts?
Podcast consumption patterns are quite different. As the audio podcast dont require 100% attention, podcast consumption happens while the listener is dabbling in many day to day activities.
Usually, podcast listening happens On-The-Go however, during the lockdown, the trend is shifting towards At-Home consumption.
In Indian context, it is seen that an average urban dweller spends 90 minutes on road and in rural areas, the time of commute is 45 minutes. This is usually the peak time of podcast consumption and at such times, Podcast as a category faces stiff competition from Online Radio for consumption while on-the-go.
Demography of Podcast audience
It is interesting to note the demography of Podcast audience and this section may have the answer on how to tap the much coveted High Networth Individuals in a society.
- Youth in the age group of 16-34 years
- Own a tablet or smartphone(s)
- Social Media savvy
- Active on Video steaming apps
- Change makers and discussion initiators
Is this the segment you are seeking to connect with, You shouldn’t waste a minute!
Podcast Trends in India
Indians love listening to stories isn’t it? Right from childhood, we have heard stories for a peaceful slumber from our parents or grandparents. Mann ki baat hosted by AIR for PM Narendra Modi is a money churner and it is estimated that the show has helped AIR earn INR 5 crore every year. However, earning money directly from Podcasts is still a dream for many podcast makers.
Indian podcast market is in a nascent stages and there are explorers all over the place. However, if you say how many of these explorers have created content for more than 12 episodes, i might count those content creators on my fingers!
As my discussion with Ms Agnes Bilik regarding Monetization of Podcast would reveal: https://open.spotify.com/episode/5jHLe9tmjfRrlJONVCQwIM
As of June 2019, PWC estimates Indian podcast listener base was at 40 million by end of 2018, a 58% rise from year before. It is estimated that by now, it would be 70 million.
I hope the above information gives you enough reasons to give podcast a try as an extended arm of your Marketing strategy. In my future posts, I shall dwell into the pitfalls of a podcast. Furthermore, I shall give your examples of how podcast creators are creating great podcasts in India and abroad!
Within the last 6 months, Social Buzz has setup 3 successful podcast channels that are running with a coherent strategy across various podcast media such as Spotify, Apple Podcast etc. We can help your brand voice reach the masses in a similar fashion. We are just a message away!
Source:
- Atlas.magnaglobal.com
- Edison the podcast consumer 2019
- https://inc42.com/features/mapping-the-market-indias-podcast-landscape/
I enjoy listening to podcast. It can be helpful and motivational.
Podcasts are very common these days.
Yes podcasts are getting popular at a fast rate!
I’ve only been listening to podcasts since last year (late to the party) but really enjoy them!
Better late than never! I’m glad you are doing your bit
Glad you shared this with us…found it quite interesting and helpful one…great work though..podcast is really very useful one…
Yes podcasts are truly the in-thing right now
Podcasts have been a huge lifesaver for me especially during the pandemic. I’ve never thought about starting my own but I sure do love listening to them!
Kileen
cute & little
Let me guess… do you like listening to Psychology and wellness podcasts? They are my favorite
I actually have not heard of Dave Winer, although everybody has heard of and experienced podcasts. I plan to start doing podcasts eventually. There aren’t enough hours in a day right now.
Dave winer was a discovery for me too, quite recently! I have been following your blog posts and you are really knowledgeable in your field and maybe I can help you take time out to spread your knowledge far and wide through a podcast channelm
So interesting! I don’t really listen to podcasts anymore. I was really into them when my commute was like 30+ minutes. Now I only have a 10-minute commute so I don’t really bother.
Ahhh Heidi… wish I could request to listen to Social Buzz podcast. We like to keep episode length less!
Podcasting sounds so beneficial because people can easily listen in on something while they are driving, cleaning, cooking, or even working. It doesn’t require visuals or reading which can be great if you’re looking for an alternative to Youtube or you don’t want to necessarily blog.
Totally agree with you. Podcasts are great!
Yes they are!! Would be happy to know which podcasts you follow!
Yes… podcasts is perfect for those who dont have time but still wanna stay connected to something they truly wish to know about or wish to care for!
This was useful information for anyone interested in a podcast. Thank you for sharing.
I’m glad you found it useful!!!
I have a friend who owns a podcast site right now and he just went in on of the top here in our country. it seems the trend really is going here as well. Nice read
Ahhh… feels nice to read about your friend! You can check out our podcasts too!!!
Glad to know all these. I listen to podcasts so often especially when I’m too lazy to read. 😅
If you listen to podcasts when you feel lazy or are too busy, then, you are consuming the content in the right way!! Congratulations!!!
Thanks for the stats. I listen to podcasts too sometimes.
Wonderful to know that you listen to podcasts
I always love listening to podcasts! Usually in my car, but there are some really great ones out there!
Yes there are many amazing podcasts. We have a couple of episodes coming up on Social Buzz Podcast, you might like to listen!
I love podcast they are definitely something interesting to listen to I often listen to Noble blood is a good one.
Oh wow! You have a favorite podcast too…I’m glad to gather. If you get a chance, check out Social Buzz latest podcast episode.
I live in North America and it’s true — I’m OBSESSED with true crime podcasts!
Data filled in by iTunes and promoted by Atlas Magna global is bang on target!!
It’s great to learn about all these new trends in the podcasting world!
The world of podcast is intriguing as well as enchanting!!
Podcasts are doing more than ever to make sure you enjoy every second of every episode. I love to listening podcast.
Wonderful to hear that!
Also, there are many benefits to starting a podcast. If you have the content to support it and some time to dedicate toward recording and promoting your content, a podcast can go a long way toward growing your brand. Inc. helps entrepreneurs change the world.
I cant agree more! Podcasts act as a Change agent in a sector for a product/service that is relatively new and needs awareness
Neither I listen to podcasts regularly nor have I ever done podcasts! But yes, I have read and heard about the benefits of podcasts. Didn’t know he was the man behind podcast, thanks for sharing all the info 🙂
I am glad that you have learnt somethin new today! But in the future posts, I’ll be sharing the genre-wise most famous/useful podcasts