Podcast Fandom Is Growing and Deepening Through Multiplatform Activity

Podcast fandom is growing and deepening among the most active listeners of audio entertainment.

That’s the key finding of a white paper on podcast fandom commissioned by the Wondery podcast network, ad agency Dentsu and Edison Research. The reporting includes a survey of more than 3,000 regular podcast listeners in the U.S. age 13 and older. It found that fans of the medium are increasingly embracing content from their favorite shows and hosts on more than just podcast platforms.

The report also probes the efficacy of podcast advertising. The intimate nature of the medium drives strong engagement for listeners. The most ardent podcast really love their podcasts. Some 46% of survey repondents said that the podcasts they love most are their “favorite form of entertainment.” Overall, more than 100 million in the U.S. listen to a podcast at least once a week. Those who identify as “fans” of podcasting typically spend 9.2 hours a week with audio content.

The “Fandom Phenomenon” white paper, which also included in-depth interviews with a cross-section of podcast listeners, in addition to the online survey. The results were clear: America’s love for podcasting is only growing.

“Podcasts are an important channel when developing media strategies and campaigns for brands because they offer a unique and engaging way to reach target audiences,” said Jennifer Hungerbuhler, Dentsu’s chief publisher direct officer. “They provide an intimate and personal listening experience, which helps foster strong connections between brands and listeners. The research findings from this study highlight the incredible growth in the podcast industry and the strong engagement levels among podcast listeners. These findings reinforce the belief that podcasts are an effective channel for building brand awareness and loyalty.”

More than two-thirds, or 68%, of survey respondents, reported following their favorite content via social media, while 43% seek out podcast-related content via TV and books. The white paper suggests that “podcast talent and studios have opportunities to scale their content into true entertainment franchises that extend beyond the episodes.”

“The research shows that podcasts are not only a great source of entertainment and information, but also podcasts provide listeners with a sense of connection that stands out as unique in the media and entertainment landscape,” said Nicole Blake, Wondery’s chief brand officer. “Podcast fans are invested in the hosts, the stories, and the fan communities, which provides an excellent opportunity to extend the IP into areas such as Consumer Products and IRL experiences, and for marketers to authentically reach key audiences.”

Among other findings: