In the day-2 keynote address at the 2024 Podcast Upfront, titled Raising Standards, Tom Webster (Partner, Sounds Profitable) delivered data, evangelized the podcast medium, and exhorted his audience to advocate for podcasting.
Webster started by offering parts of what he called “a big honkin’ study,” which was a research survey with a field of over 5,000 respondents.
He drew a few key metrics for our the room’s consideration:
- 97 percent of respondents have heard of podcastating
- The weekly listen rate was 37%
- Over 50% of respondents have EVER listened to a podcast, and that is the first time that number has been over 50%
- 94% of the survey field was familiar with term
- 40% have been listening for over one year
Webster characterized podcasting in a way which explains both its popularity and its famed intimacy: “Podcasting is a companion medium,” he emphasized, repeating that maxim a few times.
The Conduit
Tom Webster told a few anecdotes, and romanticized a bit, about listening to audio as a child. Then he got scientific: “Audio reaches the brain quicker,” he declared. “It is an immediate conduit to the soul.” The room hushed for that.
Podcasting Supporting Podcasting
While research studies quantify the long rise of podcasting and the medium’s success in growing audience to levels that can sit at the advertising table with radio and TV, Tom Webster noted that podcasters themselves can participate in building evangelizing benefits to the buy side of the relationship.
“I would love if your podcast sold the benefits of podcasting. Just talk about podcasting.” –Tom Webster
“I would love to see the biggest stars of podcasting to talk about podcasting,” Tom Webster suggested. “I want them to show up, because their audiences are showing up for them.”
