‘Content is the driving force’: Meet the brands investing in audio
Downloading and listening to a branded podcast can be a sign of real consumer commitment. A mixture of engaging content and the right talent is helping brands attract attention.
From podcasts to streaming, the audio market is booming in lockdown.
At the latest count, there are 850,000 active podcasts out there ready to download or stream. In the US alone podcast ad spend is forecast to hit $1bn next year, with audience figures quickly expected to exceed 100 million listeners.
Closer to home, 31% of 15-25 year olds and 38% of 26-35 year olds in the UK listen to at least one podcast each week. This younger demographic make up a large chunk of the estimated 9.4 million Brits who listen to podcasts, up 45% from last year.
As a way of engaging with potential and existing customers, podcasts provide a flexible platform that allows brands to play around with formats, length and tone of voice.
Josh Adley, director of commercial and client relations at Listen – an audio production studio specialising in branded content – worked with Vodafone on its recently launched ‘Business Unusual’ eight-episode podcast series.
