Expand audience reach with podcasting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 12, 2021, 9:40 AM UTC

Nielsen estimates doubling of US’ total podcast audience by 2023.

With the total podcast audience in the US increasing by around 3.6 million between 2019 and 2020, capitalising on this content medium can help brands expand their reach and build new audience bases. Moreover, studies show that podcast audiences are highly attentive. A separate Nielsen study found 80% of podcast listeners complete all or most of each episode.

Unlike other platforms, podcasts haven’t reached a saturation point yet with enough room for growth. As compared to video, podcasts are easier and cheaper to produce. Marketers can begin their podcast journey by purchasing an audio equipment under $100.  

Though one-on-one interview is a popular podcast style in the B2B industry, marketers can also host solo podcast shows and events. However, they should first identify their niche and potential target audience for their podcasts.

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