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5 Reasons Why You Should Consider Podcasting in 2019

By Rachel Gies, Ohio University Class of 2019

During the Central Ohio PRSA Future of PR Conference, I had the pleasure of hearing Erik Jacobson speak about why he is so heavily invested in podcasting. In fact, Jacobson is the founder and CEO of Be My Guest, a podcast and PR production agency that helps brands grow through podcasting. According to Jacobson, podcasts will eventually overtake radio. Whether or not you want to believe it, here are 5 reasons why you should consider podcasting for your business in 2019.

  1. Half of U.S. homes are podcast fans
    That means that over 60 million U.S. homes enjoy podcasts, and 51% of the population has actually listened to a podcast. Listeners enjoy the personal connection they feel with the host through podcasting. There’s a type of vulnerability that they can’t find anywhere else.

  2. Podcast listeners are devoted
    On average, podcast listeners subscribe to an average of 6 shows and listen to an average of 7 shows per week which is equivalent to about 7 hours of listening.

  3. Podcasts reach people in ways no other media can
    The audio nature of podcasts allows people to listen in the car, while they’re exercising, at work, cleaning their house, etc. Other media such as video and print do not allow for the same listening flexibility. These listeners are typically hard to reach. These listeners are more likely to be “cord cutters” who subscribe to Netflix and Amazon Prime instead of cable, so they are less likely to be exposed to TV advertising. Sixty-nine percent of listeners agreed that podcasts ads were effective in product awareness.

  4. Podcast listeners are likely to purchase things that are talked about during a podcast
    Overall, research has found that podcast listeners are loyal, affluent and educated. These listeners trust the host and are willing to purchase products recommended by someone they trust.

  5. Spotify is moving toward podcasting
    Originally, Spotify was created as a music app, but recently Spotify announced that they plan to spend up to $500 million on podcast related acquisitions. This year, Spotify purchased two of the industries largest podcast production houses, Anchor and Gimlet Media. According to Jacobson, when Apple decides to join in, it will double and maybe even triple the industry.

The future looks very bright for the podcast industry. Since 2013, podcast listenership has steadily increased by approximately 20 percent with the biggest increase between 2018 and 2019 (Edison Research Infinite Dial 2019). If you’re looking for a new way to grow your brand, podcasting is quickly gaining the attention of the nation and could be the perfect solution for you.

Sources:
https://www.podcastinsights.com/podcast-statistics/
https://www.billboard.com/articles/business/streaming/8497377/spotify-gimlet-anchor-podcasts-marketplace-analysis-music

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