Everyone is crazy about podcasts! What's happening?
Podcasts / / January 07, 2021
Why everyone's talking about podcasts
The term itself appeared back in 2004 with the filing of British journalist Ben Hammersley. He merged broadcasting and the iPod and got "podcasting" - a new way from a technological point of view of delivering audio tracks to players. Subsequently, a new content format arose - meaningful audio shows, which began to be called podcasts.
In Russia, they did not gain popularity immediately and for a long time remained a hobby for a few amateurs. Only in 2017, audio shows began to gain momentum and are now experiencing a real boom. According toResearch: audience, podcast and podcast ratings Tiburon Research, every fourth Internet user in Russia listens to podcasts at least once a month. There are twice as many fans of this format in Moscow as in other regions: 42% to 23-27%, respectively.
Podcasts are somewhat similar to radio broadcasts, but have some nice differences. You can listen to interesting content at any time without relying on the radio station's broadcasting grid. Moreover, it can be played on any device: smartphone, tablet, computer. The main thing is Internet access.
Podcasts are freer in the form of content. Here you can find the author's view on the most controversial topics and live conversations with humor. For example, in the United States, the most popular podcasts are comedy2020 Podcast Stats & Facts (New Research From Apr 2020)followed by educational and news shows. In the Russian segment, the humorous focus is also in the leadResearch: audience, podcast and podcast ratings by the number of fans, and the second and third places are taken by cinema and psychology.
People love podcasts because they don't require a lot of attention. Here only hearing is involved, and hands and eyes remain free, so you can do something in parallel. According to the surveyRussians love listening to podcasts VTsIOM, 59% of respondents listen to podcasts at home, 37% in private vehicles and 20% in public ones. Another 22% include audio shows while walking.
At the same time, listeners often develop an emotional connection with the presenters: they trust their opinion, and enjoy their charisma. A new episode can be perceived as a pleasant conversation with friends.
Why listen to podcasts
First, they broaden the horizons. Include lectures and audio lessons to develop in a wide variety of areas and learn something new. Even talk shows will be helpful: they often bring up hot topics. And interviews are an inexhaustible source of interesting information both about the characters and about life in general.
Second, podcasts have become a platform for expression. It's almost like blogging, only in audio version. Many media personalities have already launched their own shows, in which they express their position on various issues.
Third, podcasts are very popular now. More and more people are making, listening and discussing, so it's nice to keep up.
Why make podcasts
A podcast can be a new tool for reaching your goals. For example, for media this is a great way to expand its presence on different platforms, to win a new audience, repackage existing content, attract advertisers and get a new source income. For an ordinary person - to form a personal brand and show oneself as an expert in some field, convey to the listeners thoughts that seem important, and just enjoy it as a hobby.
Creating podcasts does not require a lot of investment. Basically, you need a microphone (you can find audio equipment even for 2,000 rubles) and a computer with a special software for editing (there is also free). The production process is also not very complicated - at the amateur level, you can even handle it alone.
Why advertise on podcasts
According toResearch "Yandex". Music in isolation Yandex. Music ”, in May 2020, people listened to podcasts 30% more often than in February. Of course, one of the reasons for this growth was the self-isolation regime. But if during the quarantine period the ranks of podcast fans have replenished, then this trend may continue after all restrictions are lifted.
Industry representatives support optimistic forecasts. The Interactive Advertising Bureau (IAB) notesPodcasts Told About Growththat by December 2020 the audience of podcasts could reach 10.5 million people a month, and in four years it will be 27.9 million.
The more people consume audio content, the more attractive it becomes for brands. The IAB assumes that in 2020 advertisers will spend 225 million rubles on podcast placement, in 2024 - up to 1.9 billion rubles. And there are several reasons for this:
- Getting into the target audience. By choosing a show with a relevant topic, you can tell people about your product who are more likely to be interested in it.
- Audience loyalty. She has confidence in the presenters and, in general, is not against advertising. According toEffectiveness of internet audio advertising research by IAB Russia and Mediascope, 85% of people are ready to listen to custom integration, provided they have free access to the podcast itself.
The type of advertising message can be different. For example, an insert describing the benefits of a product / service, or a more native format, when the presenter and guest are not discussing the product itself, but some related topic. But even with normal product integration, most listeners will not rewind it, so as they know that this sidebar will end soon and the podcast will continue, and rewinding is unnecessary body movements.
Audio advertising affects brand awareness and sales: 39% of listeners are looking for information about the company online and 35% offline, 33% discuss it with friends, 26% make a purchase.
Affiliate placement in audio shows can be interesting not only for brands, but also for podcasters themselves. Such collaborations help to increase the number of listeners.
How to get started with podcasts
- Decide on the topics that interest you the most.
- Listen to different genres and choose the one you like the most: lectures, audio blogs, interviews, reviews, talk or news shows, and so on.
- Find out more about the podcast hosts you are interested in. Find information about their work, hobbies, and other projects.
- Find a comfortable listening platform.
Listen to podcasts on Yandex. Music "