In today’s crowded media environment, we know that standing out of the clutter is important to make a real, lasting brand connection with the target audiences. This blog will give you four reasons to advertise on podcasts to make your brand connection more meaningful. Recent reports suggest that millennials and Gen Z prefer digital mediums and podcasts over traditional mediums like television. But what must brands consider as good-enough reasons to advertise on podcasts? We have found out more than one reason to advertise on podcasts . Read on to find out! 

Here’s why:

1. Podcast is the preferred medium for Gen Z & Millennials

In fact, according to KPMG, India is the third-largest podcast-listening market globally and is expected to be valued at INR 17.62 CR by 2023. In another study by the Adobe Analytics team, 1 out of 3 millennials are reported to be regular listeners of at least 5+ podcasts in a week. 52% listeners said they listened to podcasts on the way to work or while working, and 42% listened to podcasts while in the car. More than traditional advertising, Gen Z and millennials trust brands who associate with a cause and produce meaningful branded content. More on this in our blog on advertising on traditional media v/s advertising on podcasts. Podcast producers and media houses have been discerning towards such market insights and are offering uniquely crafted branded content to businesses. (Source: Adobe Analytics Report 2021; Culture Next Report, 2021)

2. Podcasts connect emotionally

Globally, 70% of millennials* and 62% of Gen Z believe that audio streaming platforms shape how they discover and connect with the broader culture. 87% of Indian millennials** and 77% of Indian Gen Z use music and podcasts as a stress buster. With a rich, immersive and highly engaging environment, podcasts offer their listeners complete streaming control and present a unique opportunity to make an intimate connection with audiences. This reason to advertise on podcasts is highly backed by data and insights from some recent reports. Nearly 80% of Gen Z ** reported feeling “more centered and generally happier” when listening to their favorite music / podcast / host. About 55% of millennials and 47% of Gen Z ** report feeling a sense of belonging to the global community because of music or podcasts they follow. Podcasts are in fact powerful tools for brands to create interest-based, passion-based communities.  Want to read more about emotional marketing? Here are 4 brands that got it right.
(Source: *Culture Next Report, 2021; **Spotify report)

3. Podcasts present organic opportunities to contextually weave brand stories
From health and fitness, news and culture to music and leisure, podcasters offer many genres and several talking points to connect with listeners with diverse interests while giving brands a choice to either do a sponsored episode or a full-fledged series of podcasts. With several categories to choose from, brands can stay relevant and reach their target audience with apt placements on podcasts. For example, a health-tech startup can choose a yoga or fitness podcast to smartly plug in a brand mention and meaningfully connect with a community of health enthusiasts. A crypto exchange can use placements on podcasts related to investing. By far, this is the most actionable reasons to advertise on podcasts.

4. Podcasts have ROI-driven measurable impact

Unlike traditional placements, podcasts offer ROI-driven CTAs like banners, giveaways, landing pages, brand mentions or have influencer-podcaster give product demos. All these brand metrics are not only more effective but also have a measurable impact. The Audio Activated BBC Global Study states that podcasts drive brand metrics with 89% increase in brand awareness, and a 14% higher* purchase intent. Brand mentions via podcasts were found to deliver 16% higher engagement*.
(Source: *Audio Activated BBC Global Study) 


With over 70% of Indian population turning to audio content, and the rise of regional content in India, podcasts also present a greater opportunity for brands to target regional audiences with more personalized brand messaging posing a huge opportunity for advertisers to reach out to ‘The Real India’. That’s yet another reason to advertise on podcasts in regional languages!

Will this regional shift also bring in more baby boomers to tune into podcasts? Will podcasts become the new radio for baby boomers? We shall find out soon. In the meantime, check out HT Media’s Podcast Destination – HT Smartcast here.

Explore HT Smartcast  – One of India’s fastest-growing podcast platforms with a mission to create brand stories via immersive audio that can mobilize the next generation of diverse individuals. Explore Partnership Opportunities with HT Smartcast  

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