A survey from Edison Research showed that podcast (digital audio files) listening grew 23% between 2015 and 2016.
Another Edison Research study found that podcast listeners are actually “super listeners,” consuming more than one hour and 45 minutes of audio per day than the average American, and they spend more than 25 percent of their total audio time listening to podcasts.
Podcasts are perfect for such an audience.
The secret to a successful podcast is also to provide some entertainment value. It cannot be only about information. Finding a good fit with the right podcast could be just what your brand needs to get the ear of your target customers.
Big companies are already using podcasts as a digital marketing tool. IBM monthly podcast, called Wild Ducks, launched this past January, and focuses on “stories about innovation in science and business”. IBM believes podcasting may help expose its brand to a generation of listeners who may not be familiar with the company.
Data resource: Edison Research.