In the podcast industry’s ongoing effort to attract advertiser attention and buy-in, much of the effort is focussed on basic popularity metrics of the category. In a newly released survey study by Nielsen, the intent is to profile the listeners who are creating so much advertiser interest. It’s called Lean In vs. Lean Back: Profiling the Podcast Listener and Viewer.
A bedrock statistic anchors the report: Podcasts capture20% of daily ad-supported audio time among American adults. The graphic below shows that, and how the remainder of listening time is allotted by other channels.
But the main topic is understanding the listener. To that end, two distinct consumer types are established. Called mindsets, they are Listeners and Watchers. Their respective chief characteristics are efficiency (that’s the listeners) and entertainment (the watchers). Listeners use podcasts as a so-called “secondary soundtrack.” Watchers consider podcasts to be a downtime destination. The graphic below breaks out usage details of those two approaches.
An especially geeky part of this study involves conversion mechanics, where we learn about different paths from consuming ads to acting on ads. Audio consumers are sketched as multitasking, utility-driven consumers for whom the podcast is a “secondary podcast.” In contrast, podcast watchers are characterized as focused, lean-back listeners who seek entertainment. They move from podcast to purchase in slightly greater numbers than the listeners.
The report wraps up with strategic takeaways for each group — both valuable to advertisers. The listeners are receptive to direct-response tactics, and the watchers are susceptible to story-telling campaigns across social media.
It’s a free deck. Get it HERE.
