2023年全球播客机遇报告.docx

TheGlobalPodcastOpportunityForGlobalMarketers-PodcastsPromiseGrowth5UntappedAudiences,andEngagedConsumersMethodology ResearchconductedinSeptemberandOctober2023byAcastIntelligencevia3rdpartyplatformAttest. SampleincludesN=500respondentswhoareemployedfulltimeinmarketing/advertising. N=100marketers/advertiserscomefromeachofthefollowingsevenmarkets:USA,Canada,UK,Australia,andSingapore. AllsurveyswereconductedinEnglishwithEnglishspeakers. Marketers/advertisersdidnotneedtospendonpodcastadvertisinginordertobeacceptedintothestudytomaintainimpartialresults.GrowthPotentialAroundtheGlobeGlobalmarketersare10Xmorelikelytopredictanincreaseinadspendvs.adecreaseinadspendonpodcastsinthenext5years.AcaststudyviaHWdoyouexpectadveftsngspendonpodcaststochangeOVerthenext5yearj>IncmneecrvasPodcastSpendExpectations-Buyersvs.NonBuyersMarketerswhohaveboughtpodcastadvertisingbeforearemorelikelytoprojectpodcastadgrowth,indicatingthatthepowerofpodcastingworksforadvertisersandleadstoincreasedspendingonthemedium.Howdooucxpcc:adspendonpodcastsWlchargenthenext5years7increaseDecrease80%AcaststudyviaAttest-Q420231.owAdvertising1.evelsPromiseUntappedConsumersPodcastsareoneofthemostunder-advertisedmediums,promisinghugeuntappedpotentialforglobalmarketersHoWwouldyoudescrbe:neamosiandlengtho'asonthe6oWgg：ypesofFedla">(SfowrgsayingToomucadvertising"40%AcaststudyviaAttest-Q42023OverallAudioRankingsAudioRankingsPodcastsdominateacrosscategoriesagainststreamingmusicandradioBrandSafetyAccurateTargetingUnduplicatedReachReachingMentallyEngagedConsumersReachingAffluentAudiencesPodcasts#2二*1#1StreamingMusic#3#3#3#3#3Radio#1#2#2#2#2AcaststudyviaAttest-Q42023AudioRankingsbyPerformanceMetricAudioRanking-BrandSafetyPodcastsare#2intheaudiorankingsforbrandsafety.OverallAustraliaCanadaSingaporeUnitedKingdomUnitedStatesPodcasts#2#2#1(tie)P11#2StreamingMusic#3#3#3#3#3#3Radio#1#1#1(tie)#2#2#1AcaststudyviaAttest-Q42023AudioRanking-AccurateTargetingGlobalmarketersclearlyviewpodcastsastheaudiomediumbestsuitedforaccuratetargeting.OverallAustraliaCanadasSingaporeUnitedKingdomUnitedStatesPodcasts#1#11111#1(tie)#1(tie)StreamingMusic#3#3#3#2(tie)#3#1(tie)Radio#2#2#2#2(tie)#1(tie)#3AcaststudyviaAttest-Q42023AudioRanking-UnduplicatedReachPodcastsareviewedbymarketersasthebestaudiomediumtocaptureunduplicatedreach.OverallAustraliaCanadaSingaporeUnitedKingdomUnitedStatesPodcasts#1#1#1(tie)P11工StreamingMusic#3#3#3#31#3#3Radio#2#2#1(tie)#2#2#2AcaststudyviaAttest-Q42023AudioRanking-ReachingMentallyEngaged1.istenersGlobalmarketersviewpodcastsasthetopaudiotypetoreachmentallyengagedconsumers.OverallAustraliaCanada1.SingaporeUnitedKingdomUnitedStatesPodcasts1.1.#1#1F11RStreamingMusic#3#3#3#3#2#3Radio#2#2#2#2#3#2AcaststudyviaAttest-Q42023AudioRanking-ReachingAffluentAudiencesGlobalmarketersgavepodcaststhetopaudiorankingasamediumtoreachaffluentconsumers.OverallAustraliaCanadaSingaporeUnitedKingdomUnitedStatesPodcasts1.1.P11P11P11StreamingMusic#3#3#2#2#3#3Radio#2#2#3#3#2#2AcaststudyviaAttest-Q42023AudioRankingsbyCountryAudioRankings-AustraliaAustralianmarketersareskepticalaboutstreamingmusicservices,withpodcastsandradioreceiving#1rankings.Australianmarketersseevalueinpodcastaudiencesrankingthem#1formentalengagementandaffluence.BrandSafetyAccurateTargetingUnduplicatedReachReachingMentallyEngagedConsumersReachingAffluentAudiencesPodcasts1111#1#1#1#1StreamingMusic#3#3#3#3.#3Radio#1#2#2#2#2AcaststudyviaAttest-Q42023AudioRankings-CanadaForCanadianmarketerswhowanttospendinaudio,thechoiceisobvious.Podcastsarethebestplacetosafelyandaccuratelyreachkeyconsumers.BrandSafetyAccurateTargetingUnduplicatedReachReachingMentallyEngagedConsumersReachingAffluentAudiencesPodcasts#1(tie)#1#1(tie)#1StreamingMusic#3#3#3#3#2Radio#1(tie)#2#1(tie)#2#3AcaststudyviaAttest-Q42023AudioRankings-SingaporePodcastsweretheclearaudiowinnerinSingapore,takingthetoprankinginall5outof5ofthecategories.BrandSafetyAccurateTargetingUnduplicatedReachReachingMentallyEngagedConsumersReachingAffluentAudiencesPodcasts#1#1#1#1#1StreamingMusic#3#2(tie)#3#3#2Radio#2#2(tie)#2#2#3AcaststudyviaAttest-Q42023AudioRankings-UnitedKingdomPodcastingistheclearwinnerintheUK,withmarketerspickingpodcastsasthetopaudioforalltherankingcategories.BrandSafetyAccurateTargetingUnduplicateclReachReachingMentallyEngagedConsumersReachingAffluentAudiencesPodcasts#1#1(tie)#1#1#1