Multi platform radio and audio company Audacy has released a study which canvassed podcast listeners about how they listen, and how they value host endorsements.
“Intentional listening” is a key part of this examination, and the survey results reveal that 48% of surveyed consumers engage with new content on the day it is released — that appears to define “intentional listening” in this study package. Those listeners might also plan to listen to more in the next year (40% of them do plan that), and 72% typically listen to the whole episode.
Intentional listening leads to dollars spent in three ways:
- 76% purchase a brand after hearing a podcast ad
- 65% feel grateful to brands that support their favorite podcasts
- 55% are more likely to consider products the host recommends
These metrics are graphically summarized in the chart below.
