Navigating the enduring significance of podcasts in today's media landscape

IF THERE was ever a doubt that podcasts matter, last week's developments in South Africa have proven that they do.

- WESLEY DIPHOKO

Lately, some podcasters have influenced national debates that resulted in legal challenges. There's even a feeling that there's a need to regulate podcasts. Is this an ideal approach? A closer look of the global state of podcasts shows that they are unstoppable and it's too late to regulate. Here's why...

Podcasting has been around for over a decade, but it’s in the last few years that it’s gained massive traction.

According to recent data from GWI, over 60% of internet users worldwide now listen to podcasts at least once a month - up from just 45% in 2020. Podcasting is now filled with talking heads who discuss all sorts of topics.

Business, particularly advertising, is one of the reasons why podcasts will continue to flourish.

Here's what business is getting from podcasts. Podcasts often attract specific demographics based on topics or interests. Whether you're targeting business professionals, fitness enthusiasts, or parents, there’s a podcast for almost every niche. This allows advertisers to be highly strategic with their messaging, reaching exactly the right audience at the right time.

Unlike display ads that often go unnoticed or skipped, podcast ads benefit from an engaged, captive audience.

Because listeners tend to tune in during activities like commuting or exercising, they're more likely to pay attention to the content, including ads. Research from Acast shows that podcast ads have a much higher recall rate than traditional media, meaning consumers remember the products and services being advertised.