What is a Podcast?

A podcast is highly engaging on-demand audio, lots of people listen and the audience is continually growing.

40% of people listen to podcasts regularly with 25% listening every single week. Their attention levels are huge as they listen alone at home, while driving or out exercising. Unlike social media, video or webpages, people stick with podcasts. The majority listen to most or all of an episode. Which one of your channels gets this kind of attention?

If you want people to engage with you in a very personal and concentrated way, for 30 minutes or more, you should consider adding a podcast to your marketing mix.

Why Brands Work with Dustpod

Brand Authority

They want to become the voice of their industry sector with the authority and trust which comes with that.

Engagement

They want deeper engagement with leads and customers, giving them a fuller understanding of their product or service and developing brand loyalty.

Status

They want to be seen as a progressive leader in their sector, communicating on the most popular platform.

WHY PODCASTING WORKS

Marketing with podcasts works because the host, audience and content are perfectly aligned.

It takes on average 25 times for a consumer to hear a message before they follow through with engagement. The one-on-one time you get with a podcast allows you to create a deep connection with customers and quickly. This is something that is not possible with a 30-second commercial.

Podcast listeners are engaged because they actively choose what to listen to. This buy-in from listeners is what makes it so successful.

How to Make a Podcast


Our guide will show you how to prep, produce and promote so your podcast sounds amazing on Apple, Spotify & Google Podcasts.

LEARN MORE

How We Can Help


We help create your podcast from the initial idea, through to your customers and prospects pressing the play button to listen. You also get oodles of content marketing material for your brand.

LEARN MORE

5 FACTS YOU MUST KNOW

LISTENING
40% of the population listen to podcasts regularly. That’s millions of available listeners.

WHY THEY LISTEN
53% to learn something new, followed by entertainment 49%

DEMOGRAPHICS
Listening is evenly spread across sex, age group and geographic location.

DEVICE
The vast majority of people listen alone using their smartphone at home or in the car

ATTENTION
Three quarters of people listen to all or most of a podcast episode

LATEST LISTENING STATS

AUDIENCE
% Monthly / Weekly

UK     41/29
IRL     40/33
USA    41/25
CAN   38/23
AUS   37/26

ENGAGEMENT
Listen Alone

UK     94%
IRL     90%

Listen to Most or All of a Podcasat
UK     67%
IRL     84%

LOCATION
% Home / Car

UK     50/25
IRL     72/09
USA    n/a
CAN   83/36
AUS   87/59

GENDER
% Male / Female

UK     50/50
IRL     51/49
USA   51/46
CAN   47/53
AUS    n/a

AGE
% 12-34 / 35-55

UK     30/35
IRL     33/40
USA    50/29
CAN   38/33
AUS    n/a

HOW THEY LISTEN
% SmartPhone / Computer

UK     77/08
IRL     73/28
USA    n/a
CAN   65/35
AUS   73/27

Source: Global

We source our data from Edison Research who conduct their Infinite Dial research across North America, EU and Australia. Their consistent methodology across locations allows accurate trend analysis. The data is publicly available here.

Source: UK & Ireland

Data for UK and Ireland is backed up from the respective official radio measurement bodies. For the UK, data comes from the quarterly MIDAS report by RAJAR. In Ireland, data is sourced from the IAB/Red C Listen Up Ireland survey based on quarterly JNLR.

Overall Trend

The trend is clear across all territories. Podcasts reach 40%+ of the population regularly, across all genders and age groups and engagement levels are incredibly high.

How to Make a Podcast


Our guide will show you how to prep, produce and promote so your podcast sounds amazing on Apple, Spotify & Google Podcasts.

LEARN MORE

How We Can Help


We help create your podcast from the initial idea, through to your customers and prospects pressing the play button to listen. You also get oodles of content marketing material for your brand.

LEARN MORE