Black Americans are a vital force within the American podcast audience. Through our research, we’ve been fortunate enough to have an inside track on what they’re listening to, and the types of brands that have an opportunity to leverage podcasts to reach this powerful consumer segment. Since 2021, Signal Hill Insights has been tracking podcast […]
The Listening and Consumer Habits of the Black Podcast Audience Read More »
Over the last couple of years we at Signal Hill Insights have seen rising interest from B2B and other advertisers in reaching small business owners (SBOs). This comes to our attention through our podcast brand lift studies, as we work with agencies, brands and publishers to identify the target audiences for their media and research.
The Hidden Podcast Audience: The Side-Hustler Read More »
I recently shared some insights from our research on the podcast listening habits of senior executives. Most notably, we found that they are more than 2x as likely as other podcast consumers to be what we call “power listeners,” spending at least five hours a week with podcasts. That was one of the most widely
The Business Podcast Listener – Who They Are; How to Reach Them Read More »
We’re counting our blessings at Signal Hill Insights as we look back at our audio research in 2023. One of the many privileges from working on industry research with partners like Sounds Profitable, Triton Digital, and Cumulus Media is the unique perspective it gives us on the ever-evolving audio landscape. In the past year alone,
Three Potential Game-Changers from our 2023 Audio Research Read More »
Podcast advertising has grown dramatically over the past few years, outpacing all other digital media. The most recent IAB U.S. Podcast Advertising Revenue Study 2023 predicts ad revenue will hit nearly $4 billion in 2025, more than 2x that of 2022. As new advertisers come into podcasting, it’s critical that they approach podcasts with a
What Makes Podcasts a Unique Ad Medium: Two Foundational Learnings Read More »
What do habitual podcast listeners – the true blue podheads – get that other listeners don’t? That’s an important question. If podcasting is going to continue to grow year after year, the industry not only needs to encourage more people to listen to their first podcast, but it also needs to understand how to get
Helping More Podcast Listeners Get the Podcast Habit Read More »
Every content provider knows how fundamentally critical it is to understand your audience. This is beyond true for podcasts. With hundreds of thousands of active podcasts to choose from, success depends on how to get your podcast audience and your advertisers to choose your podcast. The benefits are clear. The more you know about your
Closing the ‘Know Your Audience’ Gap for Podcasts Read More »
One of the privileges of working on the biannual Cumulus Media / Signal Hill Insights’ Podcast Download Report over the past four years has been the opportunity to keep a close eye on changes in podcast platform usage in the US. In particular, we have been able to track YouTube’s emergence as a leading podcast
Let’s Think about Podcast Consumers, Not Just Listeners Read More »
A decade ago, one year before the launch of Serial, you could be forgiven for thinking podcasting was destined to be another casualty along what we used to call the “information superhighway.” Monthly podcast listening had stalled at 12% among Americans aged 12+ in the Edison Research Infinite Dial – down 2 points from 2012.
Has Podcasting Become a Mass Medium? Read More »
One of the most under-reported data points about podcasting is the popularity of news podcasts. Lost amid all the stories about Joe Rogan and true crime podcasts is the fact that a whole lot of people get their news from podcasts. The question is, why? And, more importantly, in today’s news-saturated media environment, what makes
What Makes Podcasts a Powerful and Unique Medium for News Read More »