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The Podcast Opportunity

The Podcast Opportunity

A combination of qualitative interviews and quantitative survey results from over 300 buyers with brands and agencies to reveal how they perceive the current state of podcasts as an advertising vehicle, and the strengths and weaknesses of buying the medium.

By Tom Webster

June 28, 2023

The Podcast Opportunity: The first study of buyer perceptions of podcast advertising from Sounds Profitable. Podcasting is the fastest-growing advertising medium in the U.S., but many buyers have still not fully committed to this unique medium. Sounds Profitable, in partnership with Digiday and Signal Hill Insights, has uncovered the latest thinking from buyers in this new study, The Podcast Opportunity. Research requires a lot of hard work and support. We could not have done it without the support of the following sponsors:

 

The Barometer
ESPN Podcasts
NPR
 

This project combines qualitative interviews and quantitative survey results from over 300 buyers with brands and agencies to reveal how they perceive the current state of podcasts as an advertising vehicle, and the strengths and weaknesses of buying the medium. This report features a set of clear marching orders for the space for both education and evolution, and shines a light on what podcasting can do in the future to continue to earn its rightful share of advertising dollars. Among the findings:

 

  • Podcasting’s “top of mind awareness” with agencies and brands
  • The state of adtech, from measurement to brand safety
  • How podcasting is perceived compared to streaming TV, Radio, and other advertising vehicles
  • The role of programmatic – and what holds it back
  • Strengths and weaknesses of podcast advertising

…and much more

Download the Complete Report

Register for our upcoming webinar:

Sound You Can See: Podcasting’s Video Dilemma

For the first time, more podcast listeners say that they have watched a podcast in the last 30 days than have listened to one. Yet, simply popping your pod on YouTube is likely to fail. So, what are podcasters to do? Sound You Can See dives into consumer perceptions of podcasts on video — and how they continue to drive the future of this medium. The study examines differences in perceptions between video primaries and audio primaries, from preferred topics and genres to the surprising demographic that “listens” to more than half of their podcasts on YouTube. We will also look at when podcast consumers choose one over the other.

Register for free