An underestimated opportunity: Why brands should take the podcasting plunge

Shauna Moran

Global research from GWI on podcast audiences.

Easy-to-consume, bold and experimental, podcasting is one of today’s most up-and-coming brand-building channels. While podcasts are still less popular than music streaming, they’ve enjoyed steady growth among all internet users over the past few years, and among millennials in particular.

Even COVID-19, which removed the need to commute or travel in many cases, hasn’t slowed down the industry’s progress – in fact, quite the opposite. In July 2020, one in four podcast listeners across 18 countries, and 7% of pre-pandemic non-engagers, were listening to morepodcasts because of the coronavirus. Meanwhile, this technology is evolving as hosting platforms, audio-streaming...

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