The way we connect to media is rapidly changing. With smartphones, apps, and the connected car, Americans have much greater control over what they listen to. The generational shift is dramatic. According to Edison Research, 68% of 13-24 year-olds listen to audio on their smartphones daily.
Podcasts are no longer a niche platform. The audience is growing every year. In 2016, 21% of Americans (24% men, 18% women) have listened to a podcast in the last month, more than twice as much as in 2008. The fastest growth is among 25-54 year-olds. Podcasts listeners are affluent.
Podcasting is the most intimate way to build trust. Through storytelling, using ideas, imagination and emotion, the human voice connects with greater conviction than the printed word.
Podcasts are where your customers are – in their cars. Everyday, tens of millions of commuters spend hours alone, with little or no access to screen time. Podcasts are their companions. Whether you're behind the wheel, at the gym or walking in the park, podcasts are often the most convenient form of digital information.
Major auto manufacturers are taking note, installing Android Auto and Apple’s CarPlay entertainment systems. Recently, Spotify and Audible have added podcasts to their audio selections.