In October 2014, a new phenomenon hit use right in the face. It was groundbreaking. It was entertaining.
It was storytelling told without pictures or videos.
Basically, it was like we were back in the 1950’s.
No, it wasn’t radio. It was podcasting. More specific, the Serial podcast.
That initial show lasted 12 episodes and ushered us into the era of the podcast world that we know today.
Today, there are upwards of 5 million podcasts available to listeners all over. Entertainment, sports, informational, movies, how to, DIY. You name it, there’s something for you.
The number of listeners on a global level is astounding, with data showing about 464 million podcast listeners as of February 2023. That’s a lot of people that want are available to listen to whatever you want to talk about.
It’s also a lot of potential customers and clients for businesses and clients who want to reach a specific audience within a specific niche to tell their story. And that’s what podcasts can do, tell a story. Or more specifically, have someone help tell your story.
In the years since Serial launched, podcasting advertising dollars have soared, with estimates reaching over $1B annually. According to eMarketer, we were sitting at $479M in 2018 alone.
That’s a big jump.
But with all the audience influx, the content creation, and the growing platforms to consume all these podcasts, there is a hesitation for programmatic buyers to put money through the demand-side platforms. Programmatic buyers are facing similar issues in the podcasting world that they are facing when it comes to all other forms of digital media…not enough available inventory on top shows and content isn’t right for their client. On top of that, there is a tiny little issue that live reads are still what drives the advertising volume within this industry.
Of course, the medium isn’t for everyone. Not all clients are going to thrive in this world, especially if a product is reliant on instant success. Podcasts are a great way to help build brands when attached to shows that are generating a lot of buzz and interest, aka listeners. Getting on that bandwagon takes time and a lot of effort in finding the right podcast that meets your needs. But when you do find that one, the listenership is a windfall that could be very beneficial for you.
Just think what the next Serial could do for you.
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