Listeners have proven to be passionate about their favorite podcasts, moving beyond the show to read books by the hosts, attend live events, and buy show-branded apparel. But the idea of a 360-degree fandom — or a franchise built around a podcast — is still new in podcasting. To help explore how it can be developed, Wondery and Dentsu commissioned a study with Edison Research to explore the power of podcast fandom and what it means for those who create, consume, and advertise on this ascending medium.
“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,” Wondery Chief Brand Officer Nicole Blake says. “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.”
The Fandom Phenomenon white paper offers a glimpse of how big the opportunity is, with 46% of podcast fans saying they are bigger fans of their favorite podcast than anything else. That could help explain while Americans who identify as “fans” spend more than 9.25 hours a week listening to podcasts. How many fans are there? The study says 83% of monthly podcast listeners identify as fans of a specific show or host, with the remaining 17% classified as more casual listeners.
The research says the role that podcasts play in the lives of fans is another area of differentiation. More than half (54%) state that podcasts are part of their daily routine, and 38% say they enjoy listening to podcasts more than other types of media.
“Podcasts have not only taken a piece of the media pie, but in some cases, they have actively grown to surpass other media. There’s only so much time in the day that people have to spend with their favorite forms of entertainment, and podcasts are quickly climbing the priority ladder,” the study says.
The importance that podcasts play in the lives of their fans also continues to increase, as 61% say they are bigger fans of their favorite podcast today than one year ago.
While gender and ethnic composition of fans and casual listeners are similar, age is the biggest differentiator. The study says fans are 2.5-times more likely to fall in the 25-44 age group than casual listeners, representing an age group typically at the stage of major life changes like marriage, children, home ownership or investing.
The study offers some insights into how people become podcast fans. It notes that 71% of podcast fans feel they are friends with the hosts of their favorite podcasts. And it finds identity is a top motivator for these fans. “They are looking to learn new things, find new perspectives, reaffirm or evolve their interests or identities, and feel productive with their time,” the report says.
The research also finds that emotional connection also plays a role, as listeners are looking to laugh, be inspired, escape the real world for a few minutes, or even connect with their own emotions in new ways. Finding a sense of community is also a primary driver of fandom as 65% of fans agree that podcasts are a great way to connect with others.
The passion that listeners have is translating into connections beyond the show. The data shows 43% of podcast fans have engaged with podcasts through other forms of media such as TV, books, games and events. Among those surveyed, 21% say they have attended a live podcast show, and another 44% say they would be likely to attend if one came to their area.
The study finds fandom is another strong reason for brands to embrace the medium, as two-thirds (67%) of fans who listen to ad-supported podcasts reported that podcast ads are more likely to grab their attention than ads on other media types. And 68% feel podcast messages are more relevant to their podcast content, compared to messages they see in other types of media. It also finds that 42% of podcast fans say they’re more likely to pay attention to podcast ads that are relevant to the topic they’re listening to.
“Nearly three in five podcast fans say they are more likely to become a fan of a brand if that brand supports their favorite podcast,” it says. “Compared to casual listeners, fans are more likely to trust, pay attention to, and respond to podcast ads.”
Dentsu EVP Jennifer Hungerbuhler says the findings show 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,” she said. “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.”
Edison VP Megan Lazovick says that while numerous factors contribute to the growing popularity of podcasts, 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,” she said.
The Fandom Phenomenon study is based on interviews with podcast fans and an online survey of 3,278 U.S. monthly podcast listeners 13 and older. Read the full report HERE.
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