Podcast // Basics
Birgit
Podcasts have long since ceased to be a niche. More than 7 million Dutch people aged 18 or older regularly listen to podcasts. That is 55% of the adult population, representing another increase compared to last year. And the interesting part is not just the number of listeners, but especially how they listen.
Rising popularity
The largest group of listeners is between 18 and 35 years old, and the proportion of highly educated individuals is above average. But the real shift this year is the intensity: listeners now follow an average of 8.3 different podcasts per month. Last year, that number was 4.6. That is nearly a doubling in a single year.
Why do people put on a podcast? Mainly for relaxation (54%), followed by entertainment (42%) and personal development (31%). In terms of topics, news and politics score the highest, followed by health, society and culture, true crime, and psychology.
And pay attention: the topic is by far the most important reason for choosing a podcast (62%). The host comes in second place (35%), and the length of the episode in third (34%). For advertisers, this means: choose based on content, not just on big names.
Advertising
With the growth of the medium, the advertising market is also growing. However, the playing field is changing: the share of listeners who pay for podcasts has doubled to 22% in a year, often specifically to listen ad-free. The free listener remains by far the majority, but it is a trend to keep an eye on.
The possibilities at a glance. With pre-, mid-, or post-rolls, you place a spot around or in an episode, which can be purchased broadly or very selectively. With a host-read or native advertising, the host of the podcast reads your message themselves. This feels integrated and credible, and often lasts longer than a standard spot. And with a branded podcast, you create an episode or series yourself, in which you can really tell your own story.
Does it work? A third of listeners consider podcasts an appropriate medium for advertisements, and more than three out of five listeners actually expect to take action after hearing a podcast ad: looking up information, visiting the website, or trying the product. Advertising in podcasts therefore mainly builds brand awareness, but with the right message and a measurable action linked to it, you will also see the sales effect.
Want to use a podcast yourself but need help finding the right one? We are happy to help you.
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