Start a podcast in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 24, 2021, 5:09 PM GMT+0

Around 38% of podcast listeners said they purchased items mentioned on podcast shows. 

Unlike traditional media channels like print and television, podcasts are relatively new. However, studies show that podcasts are already experiencing exponential growth. There were around 700,000 podcasts in 2020, a number that has grown to 850,000 in 2021, 30 million episodes.  

In 2019, more than half of Americans reported listening to a podcast. Around 37% of US users also listen to podcasts every month. Studies show that podcasts are a highly engaging media channel, with an average weekly podcast listener spending around six hours and 39 minutes listening to podcasts each week. 

Around 69% of listeners further said that podcast adverts introduced them to new products or services. It indicates that podcasting can help brands improve brand awareness, ultimately assisting in increasing sales. 

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