Podcasting has been booming in the Netherlands in recent months; new podcasts and listeners are added daily. Also in America podcasting is still gaining popularity. Enough reason for us to share some insights from two different researches that were recently held amongst about 1000 respondents in the Netherlands and America.
Podcasting has been booming in the Netherlands in recent months; new podcasts and listeners are added daily. Also in America podcasting is still gaining popularity. Enough reason for us to share some insights from two different researches that were recently held amongst about 1000 respondents in the Netherlands and America.
We have summarised the most important insights for you here...
Podcasting reaches many people
From the research Market effect podcast monitor May 2020 shows that about 1 in 6 Dutch people now listen to a podcast every week. The research by Westwood One from August 2020 shows that 1 in 3 Americans listened to a podcast last month. So podcasting is reaching a lot of people.
Millennials are podcast listeners
In both surveys, the ratio of men to women is almost equal, both around fifty-fifty. In America, female millennials (18-34 years old) are strongly represented as a group of listeners with 68%. American men aged 35-49 represent the largest group of listeners with 53%. In the Netherlands, 62% of listeners are also millennials.
The business listener gains ground
Business listeners listen according to Markteffect podcasts for new insights from subject experts. So there is definitely an opportunity for entrepreneurs and large corporates to share valuable professional content with their target group. The business listener appreciates content that is current, where innovative knowledge is shared and a podcast that uses clear sources.
And that's what we also see at Springcast. We notice that many companies start their own podcast in order to provide their target group with content through a new channel and to make them familiar with their brand.
Older podcasts continue to score
The research by Markteffect also shows that previously published podcasts are becoming more relevant. Over 45% of the podcast listeners listen to podcasts that were produced a year ago. This shows that produced content retains its value for a long time for the target group.
Social media stage for the podcast
Instagram is a great place for the American podcaster to best podcasts to come to the attention of potential followers, 58% of millennials find new interesting podcasts there. Followed closely by Facebook and Twitter. In the Netherlands, listeners search for new podcasts via Twitter, Facebook and Spotify.
Advertising gets little credit
Adding commercials to your podcast can be a way to earn some money from your podcast. According to Markteffect, some 80% experience advertising as distracting, despite the fact that most people listen to the ads. Business listeners appreciate advertising the least. The American study shows that the sympathy for advertising grows, because the listener appreciates the fact that it gives him access to his favourite podcast.
The American research also shows that 2 out of 3 advertising companies are currently exploring the advertising opportunities they see for podcasting. In doing so, they recognise the great reach that podcasting has.
Spotify most popular platform in the Netherlands
No wonder that Spotify and YouTube are actively establishing themselves as podcast distributors on well-known podcast platforms Apple Podcast. In the US, YouTube seems to have knocked Apple Podcasts off its throne. According to Markteffect, 52% of the listeners in the Netherlands use Spotify, Google is the second in line with 22%.
Podcasting and COVID-19 go well together
And then the Coronavirus...what effect does it have on podcasts? In America, 90% of podcast listeners spent as much or more time listening to podcasts. And the American listener who spends six or more hours a week listening to podcasts appears to be a growing group. Currently, 24% of the US population listens for 1 hour per week and 9% listen for 6 hours or more per week.
In the Netherlands, 43% of podcast listeners say they expect to listen to more podcasts in the future. Specific genres that will be listened to more are health, science and medicine, family and children, comedy and technology.
Podcasting is growing
In both studies there is a lot more interesting data to be found, certainly worthwhile to study further in order to possibly benefit from it for your podcast and the choice for your podcast hosting. Podcasting is certainly a growing market, in full swing and offers opportunities for entrepreneurs, companies and brands to play into the hands of their target groups.
