--------------------------------
Audio version here.
--------------------------------
In an era where trust in the media continues to decline, podcasters are emerging as some of the most influential figures among consumers. A new survey by Spotify reveals that 63% of listeners trust their favorite podcaster more than their favorite social media influencer. This shift in trust has significant implications for advertisers, especially considering that 45% of Millennials and Gen Z state they trust brands advertised in podcasts due to the relationship they have with the hosts.
The power of authenticity
One of the key factors in this trust is authenticity. According to the latest Global Podcast Trends Tour Report, 52% of creators interviewed believe they can be more authentic and true to themselves on Spotify than on social media platforms. This genuine connection between hosts and their audience creates a more trustworthy environment for advertising.
Podcasts and Social Media: A symbiotic relationship
Despite the increased trust in podcasts, there is a strong connection between podcasts and social media. The survey, conducted in March among listeners and creators, shows that 55% of Gen Z prefers podcast content from influencers they follow on social media. It is not surprising that seven out of ten creators use social media to raise awareness of podcasts, creating a symbiotic relationship between these platforms.
“Generation Z” preferences for podcasts
Spotify data highlights the varied interests of Gen Z listeners in the United States, with popular categories including Comedy, Crime, News, Health & Fitness, and Society & Culture. The fastest growing genres between the first quarter of 2023 and the first quarter of 2024 are Religion & Spirituality (+49%), Society & Culture (+23%), Arts (+22%), and Sports (+20%).
Globally, Gen Z leads podcast streams, closely followed by Millennials. Interestingly, topics less heard by Gen Z, such as Knowledge and Politics & Current Affairs, are the most listened to among Boomers. This generational divergence highlights different content preferences among age groups.
The rise of video podcasts
Video content is becoming increasingly important in the podcast world. Gen Z is 18% more likely to watch video podcasts than other demographics. In the past year, Spotify has seen a 64% increase in video episodes and a 78% increase in podcasts with at least one video episode. This trend is not limited to the younger audience; global daily video podcast streams have increased by 39% year over year.
Global tastes and International reach
Gen Z shows a significant interest in international audio content. In the United States, 47% of podcast streams by users aged 18-24 and 45% by users aged 13-17 come from shows outside the US. Globally, 22% of podcasts have half or more of their audience made up of international listeners. Content from English-speaking markets like the US and Australia tend to have a larger international audience, whereas podcasts from countries like Brazil and Japan mainly attract local listeners due to language differences.
The growing popularity of podcast advertising
Podcast advertising is on the rise, with 62% of survey respondents taking action after hearing an ad on a podcast, such as searching for or purchasing the product. This effectiveness has boosted Spotify's revenue, with podcast advertising growing faster than music advertising. The Spotify Audience Network continues to see positive growth in participating publishers and shows.
Impact of Pop Culture: The Taylor Swift effect
Podcasts also reflect and amplify pop culture moments. Taylor Swift is a clear example of this. After her Album of the Year win and the announcement of her new album at the Grammys, Spotify saw a 172% increase in global podcast streams discussing her. Similarly, her presence at Kansas City Chiefs games led to a 148% increase in global podcast streams related to it, demonstrating the powerful intersection between pop culture and podcasting.
Conclusion
Podcasts are not just entertainment; they are a trusted source of information and a powerful tool for advertisers. With the growing trend of video podcasts and the global reach of audio content, the podcast landscape is evolving rapidly. For creators and advertisers, understanding and leveraging this medium can lead to deeper connections with the audience and more effective marketing strategies.
As correctly stated by Jenny Haggard from Spotify, the latest trends highlight how the podcast space is growing and evolving, revealing how powerful podcasts can be for authentic audience connections.
Source: Inside Audio Marketing and Spotify "Global Podcast Trends Tour Report 2024".
