SiriuisXM has published The Podcast Trends Report — a metrics-loaded pitch to advertisers. Its information is derived from 17 sources including Edison Research, the IAB, Apple Podcasts, Simplecast (a subsidiary), and Kantar Millward Brown.
SiriusXM calls podcasting “a story-telling revolution that has forever changed media.” IThe stated purpose of this work: “Identify, dissect, and draw out the opportunities from five major trends in today’s podcast industry from the perspective of the creator.”
Sophie Anderson, the report producer and Associate Director of Podcast Sales Marketing at SiriusXM, explains the focus on creators — “the people who saw the potential in this medium before anyone else, and shaped it into what it is today.”
Before diving deep into 20 pages of metrics and creator quotes, the presentation deck cites three key podcast metrics:
- 47% growth in five years
- 135 million monthly listeners
- $4 billion expected revenue (from the IAB U.S. Podcast Advertising Revenue Study)
Part Tutorial, Part Pitch
This study identifies and explains five podcast trends:
- Miniseries which drop full seasons at once (that section is called The Binge)
- The increasing diversity in the creator population (Show Up And Show Out)
- The steady influx of new voices (A Breath Of Fresh Air)
- Increasing creator diversity (The Shake Up)
- Listener trends (Pressing Play Every Day).
All this is directed to advertisers, naturally. The final page asserts: “Ready to get started? Let’s talk.”
“I think there’s a new generation that feels podcasts are more authentic. It’s a very intimate format that prizes authenticity and spontaneity. After 30 years in television, I feel like I’m able to have a more meaningful connection with my audience through my podcast.” —Conan O’Brien, Host, Conan O’Brien Needs A Friend
Big Business
There is a podcasts-have-grown-up thread in this study. Many creators launched full-blown media empires, the study asserts. “Podcasts are no longer a nice-to-have on the media plan. They are now driving full-funnel lift, incremental reach, and results.”
Reach and More Reach
The editorializing around these metrics is nothing if not ambitious. “Go full catalog,” Sirius exhorts advertisers. “More content, more ways to activate,” is the call to action, the key advice being to move beyond individual show buys into what is termed “the full spectrum of podcasting.” The key to doing that with confidence is via programmatic campaigns that include third-party verification and blocking.
SiriusXM does not lose sight of its own comprehensive span, urging buyers toward an “omnichannel story” that includes a campaign reach across podcast, streaming, and satellite.
Cultural Bridging
With comprehensivenss comes diversity. “New voices entering the space means hosts can speak new life into tried-and-true topics and broach new ones with fresh conversation points, distinct guests, and unique points of view.
The Advantage of Seasonal Drops
The addictive quality of podcasts holds an advantage to advertisers, along with seasonal storytelling that keeps listeners engaged while capturing a concentrated audience. The survey which underpins this report finds that two-thirds of podcast listeners “devour content” at a quickening pace. In support of that premise, SiriusXM found that two-thirds of podcast consumers listen to (or watch) multiple podcast episodes back-to-back in a single session.
Along that line, many brand advertisers are executing miniseries takeovers, and that marketing plan sometimes includes custom content segments.
Community
SiriusXM pitches community as an essential quality in the podcast listening experience. “Podcast listeners want to feel like they’re pary of the content they love and the community of listeners who tune in alongside tham,” the study assserts. A majority of survey respondents like it when podcast hosts ask for feedback. And a third of listeners fell less alone when listening — that’s a higher metric than with social or streaming video.
Gen Z listeners particularly want to connect with podcast hosts through social media or other methods.
This release is peppered with brief case studies — advertiser successes with SiriusXM podcast content. One example: Xfinity and The Nikki & Brie Show, in which the sponsor created branded segments that foxued on the personal lives of the show hosts, explaining how high-speed internet makes their high-powered lives better.
There is more to this multi-section graphic report. It is freely available … HERE.
