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- 🎙Triton Digital Reveals Seismic Shifts in U.S. Political Podcast Consumption
🎙Triton Digital Reveals Seismic Shifts in U.S. Political Podcast Consumption
Podwires Team
October 19, 2024
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🎙️TODAY’S BRIEF
🔥 Audio vs. Video: New Study Reveals Surprising Podcast Consumption Trends
🚨 Podcast Insight: Triton Digital Reveals Seismic Shifts in U.S. Political Podcast Consumption
🌏 Podcast Elsewhere: Nominations Now Open for the 2024 Canadian Podcast Awards.
🛠️ 3 New AI Podcast Toolbox to boost your productivity
đź‘‹ Hi, Podsky!
Miguel here! We've got some great news for you today! Triton Digital has just released the September US podcast rankers, and there's an interesting article from Tom Webster of Sounds Profitable on audio vs. video podcasts and Go Daddy data. It shows that Gen Z trusts influencers more than friends.
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SOUNDS PROFITABLE
🔥Audio vs. Video: New Study Reveals Surprising Podcast Consumption Trends
Image: Sounds Profitable
Contrasting that perception, a study by Sounds Profitable entitled "The Podcast Landscape 2024" suggests that with all the new video podcasts, the majority still remain audio.
Conducted among over 5,000 American consumers aged 18 years and over, the research comprises a sample base of over 5,000 listeners. The study, presented at Advertising Week by Tom Webster, runs opposite to the perception of video being the leading format in the podcast world. These findings give much-needed lessons to content creators and advertisers through the ever-shifting podcast industry.
The Key points:
Quantity of podcast content consumed via video vs. audio
Demographics of "Audio Primes" vs. "Video Primes"
Age distribution among podcast consumers
How long users have been consuming podcasts
Platforms preferred for podcast consumption
Why it matters: Well, this matters because, though video podcasts may be more and more popular these days, most people still prefer to listen to podcasts sans video. This gives some insight to both the podcast maker and the advertisers on how they can reach their audiences more effectively. It also suggests that both audio and video have a place in the podcast world and creators don't need to choose one over another.
Our Analogy: Think of podcasts like books. Some still prefer traditional paper books-analogous to pure audio podcasts-while others may love e-books with pictures and animations, moving elements-video podcasts. Just like both kinds of books coexist and serve different tastes for different situations, audio and video podcasts can be used for different needs for the same audience.
Our view: Our findings highlight the importance of flexibility in the creation of content. Videocasts are offering fresh avenues for engagement, but the persistence of interest in the audio formats underscores the attention to be paid to traditional methods. Two-format approaches stand to enable creators to reach a greater number of audience members and different sorts of listeners, enable deeper audience participation, and provide further business opportunities in podcasting.
🗞️ TL;DR - PODCAST NEWS
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Nominations Now Open for the 2024 Canadian Podcast Awards. The seventh-annual Canadian Podcast Awards have opened nominations for its 2024 competition, celebrating excellence in 31 categories and boosting the industry.
GO DADDY
🔥Gen Z Trusts Influencers Over Friends: New Study Reveals Shocking Shift in Consumer Behavior
Contrary to the general belief, a recent survey by GoDaddy finds that Gen Z consumers are backing away from word-of-mouth recommendations in lieu of influencers. Whereas Gen Z would show trust in influencer posts over business advertisements, Millennials would trust a business-generated content.
It's a jump in consumer behavior that keeps pushing the marketing landscape for small businesses. Moreover, social media remains one of the most valuable channels of product discovery. Entrepreneurs will also bear in mind generational preferences such as these when attempting to connect with target audiences. The data underlines some very useful information for small businesses looking to optimize their social media marketing strategies-particularly since younger generations tend to trust businesses they follow.
The Key points:
Gen Z trusts influencer posts more than business ads, at 41%.
Millennials would be more interested in the ad if it came from a business they followed, 57%.
Both use social media as a critical channel to discover products.
Both Gen Z and Millennials report high weekly engagement with social media ads.
GoDaddy offers AI-powered Digital Marketing tools to small businesses.
Why It Matters: Understanding the shifting dynamics of consumer trust is key for businesses of all sizes. With younger generations moving away from traditional word-of-mouth recommendations, companies have to shift their marketing strategies to move with them. This discovery, advocacy, and purchasing will shift how businesses communicate across each generation differently and be curated based on each generation's preference on which social media platform they leverage.
Our Analogy: Consider social media marketing as fishing in an enormous ocean. Years ago, a company could count on its loyal customer base telling others about it and bringing in more customers. Now, with the change in currents, the Gen Z fish dart after the bright lures cast by influencers, while Millennial fish are most likely to bite on baits directly from the trusted fishing boats. Today, marketers must switch and adapt techniques and tools depending on which fishing ground they are in to catch the most fish.
Our View: This evolving consumer behavioral trend presents some challenges and opportunities for podcasting. As producers, with such information at your fingertips, you can really refine your marketing strategies to command a greater audience engagement. Influencer partnerships for Gen Z-focused content and business profile development for Millennial listeners will help extend our reach across different demographics. Besides, since social media is considered a key channel in the process of discovering new products, a robust presence on social media is hugely important for effective podcast promotion.
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Political Podcast Surge: 28% Growth Reshapes 2024 Election Landscape
Image: Triton Digital
Triton Digital's U.S. Podcast Ranker report reveals a 28% year-over-year increase in political podcast downloads, reshaping the way Americans engage with political discourse and potentially influencing the outcome of the 2024 presidential election.
The report, sourced from Triton's Podcast Metrics measurement service, reveals significant changes in political podcast listenership, audience demographics, and network rankings. The report provides valuable insights into the evolving podcast industry, particularly in the context of the upcoming U.S. presidential election. S. presidential election.
The Key Points:
28% year-over-year increase in downloads for political podcasts
Democrat-leaning podcasts lead with 56% of the total political podcast downloads.
The listeners of political podcasts skew older, educated, and affluent.
Pods favoring independents have the highest % composition of Hispanic listeners.
iHeart Audience Network stays atop the Top Sales Networks Report.
Why It Matters: The upsurge in popularity for political podcasts reflects an increased drive by people to podcast sources for information about politics. The nature of how information is passed to voters is evolving and may help in shaping how the voters make decisions to the next election. The change in listener demographics and political leaning gives insight into who the most engaged citizens are when it comes to political conversations and could really help in predicting the trends and shaping the way a campaign is run.
Our Analogy: We think of political podcasts like all flavors of ice cream in a shop. Once, it was only a few flavors; everybody stuck to vanilla. Today, so many are on offer-people are eagerly trying the new ones. To some, they like flavors classic and established flavors of political thought. Others are mixing and matching flavors in wild new combinations. You know-independently minded, if you will. Much like ice cream flavors, podcast choices can be instructive on the political appetite of the electorate and how people might vote.
Our View : For the producers of podcasts, this surge in listenership of political podcasts offers a historic opportunity to pursue unprecedented growth and reach. The greater demand for the genre enables us to diversify our offerings further and tap into new audience segments that could be highly engaged. Furthermore, the demographic knowledge this report has allowed us to better tailor our content to the needs and preferences of our listeners. This development is beneficial not only to our podcasts but also to the whole industry as a whole, fully establishing podcasting as an essential platform in political discourses and information dissemination in this digital era.
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🔆 FROM OUR COMMUNITY
Vice President Harris Taps New Audiences Through Podcast Appearances. Kamala Harris and Donald Trump are increasingly interviewing on popular podcasts, signalling a media strategy shift to reach new audiences and potentially face different questioning.
60% of Top Podcasts Now Feature Video, Says Pod Sound School Expert. Pod Sound School says video podcasting-60% of the top podcasts now feature a video version-is one of the fastest-growing trends, but reassures creators that audio-only formats will have a place in an evolving podcast landscape.
Podcast Advertising: The Ultimate Guide to Reaching Engaged Audiences. What's more, with podcast ads, a business can run the numbers by engaging an engaged niche audience through intimate audio content, complemented with various ad formats and placements to fit any marketing goal and budget.
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