A new research study on the topic of podcasts and fandom and the implications this has for both brand marketers and talent, has been released.
From Wondery, Dentsu and Edison Research, the new white paper titled The Fandom Phenomenon, shows the opportunities opened by the deep, emotional connection and sense of community that fans experience when listening to their favourite podcast hosts and programmes.
Nearly half of podcast fans (46%) are more a fan of their favourite podcast than any other form of entertainment.
Of the 100 million (Edison Research, The Infinite Dial 2024) Americans who listen to podcasts weekly (one-third of the U.S. population), those who identify as “fans” spend more than 9.25 hours a week doing it.
Podcast fans are so emotionally invested in the shows and hosts they love that they will often look for ways to engage their fandom beyond the podcasts and give close consideration to brand promotions they hear during their favourite podcasts over what they hear or see elsewhere.
The study, which features new data based on a survey and qualitative interviews, notes that 71% of podcast fans feel they are friends with the hosts of their favourite podcasts.
For brands and talent, opportunities are opened by the deep, emotional connection and sense of community that fans experience when listening to their favourite hosts and programmes.
For example, 55% of podcast fans are more likely to consider a product or service if the host recommends it and 57% say they are more likely to pay attention to brands that support their favourite podcast.
Additionally, 62% say they are fans because podcasts help them feel like they are part of something bigger than themselves.
Context is important with 42% of podcast fans saying they are more likely to pay attention to podcast ads that are relevant to the topics discussed within the programme.
With 68% of fans following their favourite podcast on social media and 43% of fans engaging with the podcast-originated IP through other media including TV and books, podcast talent and studios have opportunities to scale their content into true entertainment franchises that extend beyond the episodes.
Wondery has expanded on its top performing podcasts, like its true-crime community, Exhibit C, with opportunities for true crime enthusiasts to connect with each other through IRL experiences, like the recently announced Exhibit C Cruise, social media fan communities, and more.
Nicole Blake, Chief Brand Officer, Wondery, said: “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.
“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.”
Jennifer Hungerbuhler, Chief Publisher Direct Officer, dentsu, said: “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.
“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.”
Megan Lazovick, Vice President at Edison Research said: “Since 2006, Edison Research has measured the year-over-year growth of podcast listening through our annual Infinite Dial study.
“While numerous factors contribute to the growing popularity of podcasts, we’ve consistently found that personal recommendations and word-of-mouth remain among the primary discovery points.
“The podcast industry owes a debt of gratitude to passionate fans who introduce shows to new listeners and fans every day. The Fandom Phenomenon study shows the gratitude is mutual – listeners have so much appreciation for all the ways podcast fandom has enhanced their lives.”
To access the full white paper, visit https://fandom.wondery.com/.
