Get to Know the Podcast Creator Economy and Learn to Tap In

When it comes to podcasts, listeners and advertisers have something in common—at the core, you might say. It’s creators. Without the imagination and passion of podcast creators, the medium would not be attracting 135M monthly listeners, achieving +47% growth in just five years.

That’s why our 2024 Podcast Trends Report has Creators at the Core.

Get to Know the Power and Potential of Podcasts: Creators

The massive appeal of the medium comes from the visionaries behind the mic, the people who saw its power and potential—pushing it to become a $4B industry. More than storytellers, more than entertainers, podcast creators have transformed the space to attract bigger and more diverse audiences while developing new, immersive ways for brands to connect with them.

Here's a little taste of the five trends around how creators are transforming podcasting (and how you can tap in).

THE MAIN HUSTLE

Podcasting has come of age and entered a new era. From content development to production values, creators have stepped up their game. It’s no longer just about the host of a show, podcast creators are launching full-blown media empires for fans and brands to plug into. 

Over six in 10 Simplecast creators say podcasting has become increasingly important to their content strategy. And 62% of listeners say they never miss an episode of their favorite podcasts. That means podcasts aren’t a side hustle anymore—and they should be a mainstay in your media plans.

THE SHAKEUP

Straight, white, and male. This description used to account for much of the podcast demographic—both for listeners and creators—but things are changing. Podcast creators are shaking up the industry make up, with more people from every background taking to the mic to share their stories and points of view—and diversifying the audience at the same time.

Over four in 10 podcasters are non-white, opening the door for brands to align with more BIPOC storytellers than ever before. Plus, 58% of multicultural listeners say podcasts allow them to hear from diverse creators. That means brands looking to form connections with Black, Hispanic, AAPI, and LGBTQ+ audiences can do so through podcasts.

THE BINGE

Some stories just can’t wait a week. That’s why so many podcasters are embracing full-season drops and limited series to satisfy their listeners’ insatiable appetite for content. Bingeable content makes a big splash, attracting listeners quickly, dominating feeds, and allowing advertisers to make a massive impression.

Consider this: 30% of the top new shows in 2023 were limited series from Dateline. And 60% of podcast listeners say miniseries podcasts make it easier to commit to listening to an entire series. That means you can strike while the content is hot to achieve your campaign goals across the funnel.

THE FEEDBACK LOOP

Thanks to the care and commitment of podcast creators, the host-listener relationship doesn’t end when the episode does. Podcasters have created communities across platforms to engage, support, and interact with their legions of adoring fans. For their part, podcast listeners see these hosts and the communities they foster as friends and confidants. 

Nearly seven in 10 podcast creators say that engaging their audience across multiple platforms is crucial for keeping content relevant. And 57% of Gen Z podcast listeners say it’s important to be able to connect with hosts through social media, email, or phone calls. For brands, the opportunity is clear: Don’t restrict yourself to the RSS feed. A multi-channel campaign allows you to follow the conversation, and the audience, wherever it goes.

THE COLLAB

Podcasters are running businesses with more conscience than you’ll find in any other entertainment medium. They understand the role they play in the lives of their audiences, so they want to build advertising collaborations that are beneficial to everyone involved. From custom integrations to thoughtful, native bonus segments, creators are working with brands to deliver unforgettable content—and ad experiences—to fans. And brands that lean into the content, rather than compete with it, are being rewarded. 

Over two in three podcast listeners say they prefer ads that are relevant to what they’re listening to. And over a third feel more trust toward brands who sponsor their favorite podcasts repeatedly. That means the more you partner with the host, treating them as an ambassador for your brand, the stronger the impact of your message.

Ready for more insights into the podcast creator economy—and how to activate? Download the report. And if you’re ready to tap in, let’s talk.