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At first glance, podcasts seem like a new phenomenon of today’s digital media landscape, but contrary to this assumption, their beginnings can be dated back to the 80s. Back then, the so-called audio blogs were mainly music-oriented or used for educational purposes.
In the 90s, first subscriptions to such audio contributions were offered on websites. The expansion of the WWW and the spread of portable audio playback devices contributed to the further spread of podcasts.
Podcasts have been available on Apple’s iTunes since 2005, which led to the ultimate breakthrough all over the world: approximately 621 million people around the globe listened to podcast in 2021 (Statista, 2022). Besides, data shows a positive tendency: forecasts point at 974 million listeners by 2026.
On the one hand, the content can be consumed completely independently of time and location and, on the other hand, listeners can decide exactly what to listen to. Today, there is a specific podcast for almost every topic one could think of, no matter how specific it is. And consumers seem to enjoy that very much!
Nowadays, the extensive offer of available podcasts is not only produced by the media but also by private companies, influencers and individuals without commercial purposes. Thus, podcast cover a wide range of views and they also play a major role in the opinion formation of their listeners – indeed, they have become particularly interesting for advertisers.
Target groups can be addressed very specifically and ads can thus be placed without major wastage. At the moment, there is a lot of experimentation going on in this area to find out which type of podcast advertising is the most successful.
Examples of podcast advertising are audio spots, sponsoring or even native ads, i.e. advertisements that as such are difficult to distinguish from the content per se.
The numbers are impressive: advertising revenues in the US podcast market rose to 842 million US dollars in 2020 and the medium is expected to exceed 2 billion by 2023 (iab, 2021). Podcasts can be scaled well, using metrics such as the number of downloads, listeners and subscribers – but content analysis has been a challenge so far.
Advanced media monitoring solutions specifically designed for audio content bring clarity to podcast analysis. They examine podcasts for user-defined keywords and provide reliable real-time information on hits.
Besides, media monitoring solutions do not only provide evidence of mentions, but also transcripts and facilitate finding information on current trends and opinions.
According to PodcastInsights, there are currently over 2 million podcasts. Would you like to find out who is talking about your service or your company in their podcasts, whether your podcasts advertising measures are being correctly implemented or what other podcasters are sharing? Check out the solutions offered by eMedia Monitor or contact us to get a free demo of or media monitoring and ad monitoring service.
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