Stephen Pickens on LinkedIn: Podcast audience is big … and under-counted (2024)

In an industry first, Libsyn has successfully integrated with YouTube’s newly announced Podcast API features, as announced by YouTube at The Podcast Show in London. This integration allows podcast publishing to YouTube Music, enhancing Libsyn’s previous integration with YouTube. It provides Libsyn customers with exclusive access to several capabilities directly from their Libsyn account, including streamlined publishing of audio podcasts to YouTube Music, podcast playlist creation, and playlist artwork updates. Creators can now engage with their audience on this powerful discovery platform with more features than ever before.

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News podcasting remains a bright spot for publishers, attracting younger, well-educated audiences. Across a basket of 20 countries, just over a third (35%) access a podcast monthly. Many of the most popular podcasts are now filmed and distributed via video platforms such as YouTube and TikTok.

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Great insight on podcast performance and attribution.

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Libsyn Ads ranked the #2 Podcast Ad Network by Podtrac's May 2024 ranker 🔥

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Sixty percent of advertisers plan to increase their spendingon creator marketing this year, according to Advertiser Perceptions. When asked what their goals are for investing in creators and influencers, advertisers cite increasing product consideration (46%), driving sales (43%), purchase intent (39%) and finding new customers (36%). Creator marketing is seen as being trustworthy and authentic for advertisers that invest in it, especially among Gen Z. Additional findings include:· Mid-tier influencers with follower counts between 50,000-500,000 are a sweet spot for advertisers, while nano-influencers with less than 10,000 were the ones they’d least like to work with.· Lifestyle (26%), beauty/fashion (25%) and DIY (24%) are the top content categories for advertisers.· Social short-form videos (53%) are the best performing content formats, followed by mid-form videos (29%) and social text posts (25%).· Two-in-three paid creator/influencer campaigns have included shoppable links, up significantly from 2023. In 2024, four-in-ten advertisers are prioritizing creator partners who can provide shoppable features.· Almost three-quarters (72%) of advertisers think AI will help provide better matches between their brand and content creators.

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While podcasts dominate with younger audiences, we have access to over 100 million monthly impressions reaching 55+ podcast listeners programmatically. We've seen major success with telecommunication, travel, and shopping clients driving sales with programmatic campaigns. 📈

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Marketer/agency podcast advertising spending consideration and intention are at record highs. Brands and media agencies who say they currently advertise in podcasts have grown from 15% to 58% nearly a 4X increase. 📈

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The podcast audience profile is employed, upscale, and educated, according to Nielsen ScarboroughCompared to the total U.S. average, the podcast audience is 43% more likely to have graduated college and have a post-graduate degree (+45%). From an employment standpoint, podcast listeners are 29% more likely to be employed full time, 37% more likely to work in a white-collar role, and 33% more likely to have a $100K+ household income. 🤑

The median age of the podcast audience has held at 34 despite massive audience growthThe podcast audience is thirteen years younger than the median age of AM/FM radio listeners and 22 years younger than linear television where audiences have a median age of 56. TV is what’s playing in God’s waiting room. 🌱