The podcast space is undoubtedly growing, and we’re listening. What podcasting trends emerged in 2023 and what’s still to come? Whether you’re a consumer, brand or advertiser, these are the latest podcasting trends to know and plug into:
- More consumers are listening. From 2022 to 2023, the number of podcast listeners grew by over 40 million to a staggering 465 million individuals. On top of that, 79% of the American population is aware of podcasts as of this year. Whether they’re tuning in or hearing about podcasts in other mediums, the appetite for podcasting is growing.
- Video components are a must. Though podcasts are an audio-first platform, the addition of video is becoming a hallmark of the medium. More and more podcasters are offering full video versions of their content (also known as vodcasts) on YouTube or other platforms.
- Sharing on social is caring. In addition to longer videos, podcast hosts are also trimming buzzy jokes, segments or topics down into shareable, bite-sized content to post on social media. It gives the content more legs, which we always recommend, helps them reach more potential listeners and offers the chance to go viral.
- Gen Z and millennials dominate the listening space. A study by Pew Research Center shares, “Two-thirds of adults under 30 say they have listened to a podcast in the past 12 months, as do almost six-in-ten respondents between the ages of 30 and 49 (58%). Listening drops off substantially among older groups, to 42% among those ages 50 to 64 and 28% among Americans 65 and older.”
- We’re consuming while multitasking. Whether we’re cleaning, driving, walking or working, the vast majority of consumers are listening to podcasts while on the go (only 15% of consumers listen to podcasts while relaxing). Because mobile phones are the preferred way to listen, consumers are often mobile while listening, too.
- Podcasts are hot spots for pop culture. From starting their own podcasts to making guest appearances, countless celebrities and pop culture stars are choosing podcasts to share updates, truths, special projects and more. Podcasts offer long-format opportunities for people to give the full story, which may be why so many more celebrities took the dive into podcasting as a preferred medium this year.
- There are opportunities for advertisers. The growing industry may present growing demand for advertising. Influencer Marketing Hub predicts the podcasting ad space will grow annually at a rate of 9.77% from 2023 to 2027, reaching a market volume of $5.03 billion by 2027. As with any growing medium, our team is staying up to date with trends, numbers and opportunities for clients.
Where will these podcasting trends lead? What’s next in the space? We’ll be reporting it all on our Brogan Blog, so press play on your favorite podcast and follow along.
