Post by account_disabled on Feb 27, 2024 6:33:36 GMT
According to recent Nielsen research , 49% of those interviewed don't know what it is, 36% prefer other forms of entertainment and 14% know podcasts but have no idea how and through which channel to enjoy them. At first glance, the data would not seem particularly encouraging. But this is only if we ignore the other side of the coin, namely the dizzying growth of the podcast product both globally (there are 62 million listeners per week) and nationally. The past year, in fact, has been defined by many as the year in which Italy also discovered podcasts. And Italians seem to like this discovery a lot if it is true that, according to data released by Spreaker (among the main Italian platforms for listening to podcasts), "listening to content in Italian has tripled in the space of a few months" ( report Voxnest 2019 ), while unique listeners went from 640 thousand to 1,700 million, with a variation in the number of downloads from 27 to 55 million between the beginning and the end of 2019. A rapid and consistent growth, which confirms the public curiosity for this new form of entertainment and information. Yes, because these are precisely the two main drivers why listeners approach the medium: getting information and relaxing are, according to Nielsen, the reasons for starting to listen to audio content.
Although the current pool of heavy users, i.e. serial listeners (those who access Panama mobile number list podcast content at least once a day) is mainly made up of young people (18-24 years old), in general the average listener settles in the 25- 34 , without particular socio-demographic or gender distinctions, even if the number of female listeners and authors is growing. Not insignificant detail: listening to podcasts often exceeds - in terms of time - the use of social media . Among the main topics of interest for Italians, the following stand out in the Top 5: the Business area in first place ; the second is the rather large segment, Society and Culture ; followed in third place by News , while lastly we find Free Time and, finally, Football , all with a clear preference for original content. branded podcast Italy What are the benefits of branded podcasts? So, we have seen what they are, how they work and what the podcast market is today. But what are the real advantages for a brand that intends to try its hand at this new form of content? Here are four good reasons to create branded content in audio format: They are "new" : it may seem trivial, but if you make innovation one of the key elements of your institutional image and you have the right contents to create one or more series of programs, there is an entire prairie to colonize, distinguishing yourself from your competitors .
They are memorable : as we saw above, sound storytelling can become - if well thought out - an original, unique and much easier to remember storytelling method than others, also because it is very different from a simple advertisement. All in favor of the much desired brand awareness . They are emotional , in the sense that they leverage the user's emotions. By inserting themselves in the middle of other actions (household cleaning, sporting activities, commuting, etc.), podcasts occupy a space of attention that is shared with something else. This translates on the one hand into the need to build your product well, or rather very well, to prevent those who listen to it from being distracted or bored; on the other hand, however, this distribution of attention means that the narrative works on a level "parallel" to the brain, almost subconscious, emotional in fact, thus creating affection . They are indexable : since June 2019, Google has also included this category of content among the search results of its SERP. Podcasts therefore become in effect another source of traffic and notoriety also for those who carry out specific searches on the web. Exactly as happens for print and online media, even for the audio market there are forms of advertising that do not necessarily imply the creation of content from scratch, but exploit existing ones.
Although the current pool of heavy users, i.e. serial listeners (those who access Panama mobile number list podcast content at least once a day) is mainly made up of young people (18-24 years old), in general the average listener settles in the 25- 34 , without particular socio-demographic or gender distinctions, even if the number of female listeners and authors is growing. Not insignificant detail: listening to podcasts often exceeds - in terms of time - the use of social media . Among the main topics of interest for Italians, the following stand out in the Top 5: the Business area in first place ; the second is the rather large segment, Society and Culture ; followed in third place by News , while lastly we find Free Time and, finally, Football , all with a clear preference for original content. branded podcast Italy What are the benefits of branded podcasts? So, we have seen what they are, how they work and what the podcast market is today. But what are the real advantages for a brand that intends to try its hand at this new form of content? Here are four good reasons to create branded content in audio format: They are "new" : it may seem trivial, but if you make innovation one of the key elements of your institutional image and you have the right contents to create one or more series of programs, there is an entire prairie to colonize, distinguishing yourself from your competitors .
They are memorable : as we saw above, sound storytelling can become - if well thought out - an original, unique and much easier to remember storytelling method than others, also because it is very different from a simple advertisement. All in favor of the much desired brand awareness . They are emotional , in the sense that they leverage the user's emotions. By inserting themselves in the middle of other actions (household cleaning, sporting activities, commuting, etc.), podcasts occupy a space of attention that is shared with something else. This translates on the one hand into the need to build your product well, or rather very well, to prevent those who listen to it from being distracted or bored; on the other hand, however, this distribution of attention means that the narrative works on a level "parallel" to the brain, almost subconscious, emotional in fact, thus creating affection . They are indexable : since June 2019, Google has also included this category of content among the search results of its SERP. Podcasts therefore become in effect another source of traffic and notoriety also for those who carry out specific searches on the web. Exactly as happens for print and online media, even for the audio market there are forms of advertising that do not necessarily imply the creation of content from scratch, but exploit existing ones.