The podcast scenario is evolving

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2021, 3:23 PM UTC

The 2021 Digital News Report by the Reuters Institute for the Study of Journalism points to the maturation of the overall podcast sector.

Around 17% of people in Europe claim not to know what a podcast is, while the number is only 9% for Americans. A fifth of people in both the US and Europe say they do not have enough time to use podcasts.

Nearly a fifth of Europeans and Americans say podcasts do not provide them with anything they cannot find elsewhere. The study also shows that recommendations from friends, family or work colleagues help in the discovery of new shows.

Searching the internet, personal recommendations or advertisements via social media are other ways people discover new podcast shows. The report also said Apple podcasts have lost ground while YouTube and Spotify have made gains.

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