9 Reasons Why Your Brand Needs a Podcasts

Did you know that 40% of Australians (9.5 million people) are expected to listen to podcasts in the next 12 months; that’s more than triple the 13% (2.9 million) who listened in the past year. In the US, 36% of those aged 12 and over have listened to a podcast. Some 21% listen to more than one a month — equal to the number of active users on Twitter and significantly greater than Spotify.

These numbers alone should make any brand jump from their seats and start producing a podcast, but before you rush to your marketing team demanding a podcast, here are 9 reasons to make you

  1. Podcasts are a great way of attracting more of the clients you want and filter the type of clients that you don’t want, with the added value of linking your brand with a trusted voice, a relevant subject and directly to the right audience.
  2. Australian podcast listeners are affluent and skilled over index in their income and employment status (Edison Research, Infinite Dial Australia, May 2018)
  3. In Australia the average podcast consumer listens to 5.5 podcasts a week, or almost 4 hours.
  4. 22% of Australians listen to podcasts regularly.
  5. Podcasts are screen free content, and the inclusion of podcasts applications in CarPlay and Android Auto has consolidated podcasts as a big media platform.
  6. Its production costs are much lower than a TV or radio show, and its format allows targeting tailored content for specific audiences.
  7. Conversational and approachable, podcasts are a great way to humanise your brand, making it more relatable to your audience, engaging listeners in a way that traditional media can’t.
  8. A podcast is potentially a great advertising platform.
  9. It is mobile media with multi-platform exposure, talking to the ears of people with a higher income and education demographic, developing a close relationship with each one of them.

If you would like to know more about how you can start your podcast for your business, send us an email at