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1、Podcasters emergence as one of todays most influential figures in mediaA New Era of Influence Monthly podcast consumption is skyrocketingSource:Edison Infinite Dial 2021;Forecasts 2021-2024 by MAGNA 2Monthly podcast listenership is expected to grow by double digits in the next five years,with an est

2、imated 60%of Americans listening to podcasts at least once a month 32%43%52%58%Monthly podcast reach in the United States by year +YEAR20025 EPodcasts are the main source of information for things most important%Strongly/Somewhat AgreeQuestion:How much do you agree or disagree with the be

3、low statements about the podcasts you listen to?Total N(Weekly Podcast Listeners)=:2,028Total N=Millennials:589386%Millennials are the most likely to use podcasts as their main source of information on topics in which theyre most passionate75%of listeners say podcasts are their main source of inform

4、ation for topics in which theyre most passionate+Podcasts:The Medium that Gives Back Learn why listeners find themselves turning to podcasts more often,and how this unique medium serves to holistically enhance their livesWhen Intimacy Becomes Influence Understand the intimate role podcasters play in

5、 the lives of listeners,and how their unmatched authority translates into influence Seizing Brand Opportunities A go-to guide of actionable steps advertisers can take to effectively leverage the podcast medium Vox Media Opportunity:Most Influential for All Generations Learn why Vox Media is the most

6、 influential of podcast networks Todays menu 12434+Our mission5The Role of Podcasters Brand OpportunitiesUnderstand the role podcasters play in the lives of listeners Identify opportunities for brands to effectively leverage the podcast format+Podcasts:The medium that gives back+Podcasts fill a void

7、 that shorter-form content cannot_ offer(s)%Selected Question:What benefits do you get from using each of the following types of media?Total N(Weekly Podcast Listeners)=2,028*e.g.,YouTube 7Podcasts Popular video app*Social media In-depth information 50%Podcasts Popular video app*Social media Exposur

8、e to current topics/conversations 48%35%35%34%35%While short form content satisfies dwindling attention spans,podcasts deliver on the high-quality,in-depth information consumers crave+Adam“I cant reallyhave time to really educate myself on everything going on.Theres just too much information out the

9、re.So for the podcasts I listen toIm not missing the important stuff and I trust that theyre picking the important stuff.”Podcast ListenerMillennial”Podcast content isnt just information,its uniquely trusted information%Strongly/Somewhat AgreeQuestion:How much do you agree or disagree with the below

10、 statements about the podcasts you listen to?Total N (Weekly Podcast Listeners)=2,028Focus Group Interview 879%See podcasts as being superior to content on social media He/Him+Podcasters are leaving a positive imprint on listeners Question:How much do you agree or disagree with the below statements

11、regarding your favorite podcaster(s)?Total N(Weekly Podcast Listeners)=2,028980%Feel like a friend to listeners as they listen to the podcast82%Have had a positive impact on their lifeImpact podcasters have had on listeners lives%Strongly/Somewhat Agree+Podcasts draw in listeners for personal fulfil

12、lment10Why people listen to podcasts Question:What are your top 3 reasons for listening to podcasts?Total N(Weekly Podcast Listeners)=:2,028Total N=Adult Gen Z:624;Millennials:589;Gen X:427Millennials are most likely to listen to podcasts for self-actualization,followed by Adult Gen Z(70%)and Gen X(

13、70%)80%72%Listen to podcasts for self-actualization(net score)Personal Growth/Self-Improvement InspirationMotivation Connect with topics that Im passionate about Connect deeply with myself/my identity+Podcasts deliver on the desire for self-actualization%SelectedQuestion:How much do you agree or dis

14、agree with the below statements about the podcasts you listen to?Total N (Weekly Podcast Listeners)=:2,028Total N=Heavy Listeners:1,776Heavy Listeners:Listen to podcasts multiple times a week 1186%of heavy listeners agree that podcasts motivate them to be better versions of themselves79%of listeners

15、 say listening to podcasts motivates them to be better versions of themselves+When intimacy becomes influence+Listeners make time and consider that time meaningful and valuable Question:How much do you agree or disagree with the below statements regarding your favorite podcaster(s)?Total N(Weekly Po

16、dcast Listeners)=2,0281373%Say its critical for them to get in listening time each week with their favorite podcasters88%Consider the time they spend listening to their favorite podcasters as meaningfulListeners feelings about their podcast-listening experience%Strongly/Somewhat Agree+Listeners feel

17、 intimate connections with podcasters%Strongly/Somewhat AgreeQuestion:How much do you agree or disagree with the below statements regarding your favorite podcaster(s)?Total N(Weekly Podcast Listeners)=2,028Total N=Millennials:5891481%of Millennials agree that they have a deep connection with their f

18、avorite podcasters 68%say they have a deep connection with their favorite podcasters+Question:Have you ever done any of the following?Total N(Weekly Podcast Listeners)=2,028 15Since the personal connection runs deep,listeners are eager to show support for their favorite podcasters%Selected 88%Engage

19、 in activities to support their favorite podcastersoutside of the podcast+Question:How much do you agree or disagree with the following statements about your general podcast listening experience?Total N(Weekly Podcast Listeners)=2,02816Podcasters hold unrivaled influence among their listeners%Strong

20、ly/Somewhat Agree90%Agree that listening to podcasts have made them more open to new perspectives and/or topics+Podcasters are more influential than social media influencers Question:How often have the following people managed to change your mind about something you once believed in?This could be fo

21、r any topic or subject matter.Total Audience(Weekly Podcast Listeners)=2,028Total N=Adult Gen Z:624;Millennials:589;Gen X:427 17How often _ have changed my mind on something I once believed in%Very/Somewhat Often How often _ have changed my mind on something I once believed in,by Generation%Very/Som

22、ewhat Often 75%Podcasters 49%Social Media InfluencersVSAdult Gen ZMillennialsGen X81%87%70%53%72%45%Social Media InfluencersPodcasters+Podcasters are now more influential than the original influencers Media figures whose influence matters most to listeners%Selected Question:From the list below,whose

23、 influence matters most to you?Total N(Weekly Podcast Listeners)=2,0281810%TV/Movie Celebrities 75%Podcast Hosts 15%Social MediaInfluencers+Question:How much do you agree or disagree with the following statements about your general podcast listening experience?Total N(Weekly Podcast Listeners)=2,028

24、19Listeners are making smarter decisions because of what they hear in podcasts%Strongly/Somewhat Agree77%Say they have made smarter decisions because of what they have heard in a podcast+Podcasts serve as a resource for decision-making across nearly every facet of listeners livesQuestion:Have any of

25、 the below resources helped you(in any way)in making the following types of decisions?Total N(Weekly Podcast Listeners)=2,02820Types of decisions made using podcasts as a resourceSelf-improvementHealth/FitnessBusinessFinancial decisionsLife-changing decisions50%44%38%38%36%+Podcasts inform all types

26、 of decisions,big and small,more so than social mediaQuestion:Have any of the below resources helped you(in any way)in making the following types of decisions?Total N(Weekly Podcast Listeners)=2,02821Types of decisions made using podcasts as a resource Self-improvementHealth/FitnessBusinessFinancial

27、 decisionsLife-changing decisions9113ABOVE:PODCASTS INDEXED TO SOCIAL MEDIA(100)+Seizing brand opportunities+Podcast ads capture the attention of consumers like no other medium,ultimately driving purchases for the majorityQuestion:How much do you agree or disagree with the below statement

28、s about podcast ads?Question:Have you ever successfully purchased or tried purchasing a product/service you heard about from a podcast ad?Total N(Weekly Podcast Listeners)=2,028 2351%Have been persuaded by a podcast ad to purchase or try the product/service%Selected68%Pay more attention to podcast a

29、ds than ads they come across elsewhere(e.g.,TV,social media)%Strongly/Somewhat Agree+Beyond driving purchases,podcast ads are highly effective in introducing new services or products Question:What podcast genre(s)do you usually listen to?Question:Have you ever successfully purchased or tried purchas

30、ing a product/service you heard about from a podcast ad?Total N(Weekly Podcast Listeners)=2,0282477%of listeners say podcast ads have exposed them to new products or services they otherwise wouldnt have known about%Strongly/Somewhat Agree+Listeners prefer more high impact and substantive podcast ad

31、formats Question:There are many different ways brands can advertise in podcasts.If you had control over the advertising in a podcast,what format would you prefer?Total N(Weekly Podcast Listeners)=2,02825Entire episode sponsored by a single brandAds that offer a lot of useful information about the pr

32、oduct/serviceAds that provide promotional codes to save on products/servicesAd formats preferred by listeners Ad-free podcasts that are created by a brand(e.g.,mattress company doing a series on sleep)ABOVE:INDEXED TO AVERAGE(100)124116+Dont shy away from sharing descriptive informationPodcasts are

33、an ideal environment for brands to share strong brand propositions/details as listeners are most receptive to detailed information while listening Question:You mentioned youve either successfully purchased or tried purchasing a product you heard about from a podcast ad.What was it about the ad that

34、motivated you to seek out and try the product/service?Total N(Weekly Podcast Listeners)=1,03026Ad attributes that motivate listeners to purchase Description of the product/serviceHosts sincere interest in the product/serviceHosts endorsement of the brand providing the product/servicePromo code offer

35、edABOVE:INDEXED TO AVERAGE(100)124109+Podcast ads present fewer barriers to purchase than ads on other platforms Question:Have any of the following prevented you from trying a product or service you heard about from ads on the below platforms?Total N(Weekly Podcast Listeners)=2,02827Even though podc

36、asts present the least number of barriers,there is still ample opportunity to streamline the purchase process most notably,making it easier for listeners to find and purchase advertised products Barriers that prevented listeners from purchasing the product/service Net Score 37%Podcasts42%Social Medi

37、aFEWERBARRIERS+RecommendationsLeverage podcasts to drive purchase decisionsPodcasts serve as a uniquely trusted resource of information and have been the basis of many decisions,including purchase decisionsCollaborate with podcasters for their unrivaled influenceWork with podcasters as a trusted aut

38、hority in peoples lives,they are quickly emerging as the next wave of influencersActivation ideas Take advantage of podcasts throughout the purchase funnel,including awareness-buildingInvolve the podcaster in the creative when possibleEnsure the creative is relevant for the podcaster and the show Co

39、nsider ways to streamline the purchase process for listeners 28+Thank You+We used a mixed-methods approach30Focus groups Online interviews Total:n=15 3 Focus groups 1 hour interview Diverse representation across age,gender,race/ethnicity,and incomeWeekly podcast listeners Total:n=2,028Nationally representative across age,gender,race/ethnicity,and incomeWeekly podcast listeners+