Ever heard of a ‘Podhead’?
By Ellie Rose
In the rapidly changing terrain of digital media, the surge in podcast consumption over the past three years has been undeniably impressive. This growth has been fuelled by a rich tapestry of content and substantial investments from media and tech. In this blog, we explore the rise of ‘Podheads’ as they have encouraged growth within this industry and delve into the data from YouGov to uncover the demographics and listening habits amongst this growing cohort.
The Podhead Phenomenon
Have you ever heard of a Podhead? Recent research in the US by YouGov has coined the term ‘Podheads’ for those who dedicate more than six hours per week to podcast listening, which makes up 10% of all podcast fanatics, a number twice as large as in 2019. 62% of these avid podcast enthusiasts are male, predominantly under the age 35.
These podcast bingers are characterised by their super-engagement. It is interesting to note according to Backlinko, podcast episodes ranging between 20-40 minutes are particularly favoured among this group, as that aligns with the trend of catering to their busy schedules and sustaining that level of engagement.
The team at Audere would undoubtedly be classed as podcast bingers! Would you consider yourself as a ‘Podhead’?
Listening Habits
Podcast bingers are distinct within their habits, as they are not just passive listeners. They consume podcasts throughout the day, even while engaged in activities such as shopping, running errands, working out, commuting, walking etc. Educational podcasts have seen a significant surge in popularity among this group, with a 13% increase over the past two years.
At Audere, we recognise the growing trend of people turning to podcasts for learning. Emphasising their versatility, podcasts serve as an excellent medium for gaining knowledge while engaged in other activities. Our style of podcasts, including our own show, ‘the c-suite podcast’, are crafted to ensure listeners take away substantial learnings on issues impacting business and the workplace, making it convenient for them to enhance their understanding of the subjects discussed.
Platforms
Podcasts on YouTube offer a strategic advantage, as 53% of podcast enthusiasts actively engage with diverse content on the platform. This highlights the synergy between different yet related media formats. Notably, 40% of this audience explores the social media profiles of content creators’ post-consumption, underscoring the importance of maintaining dynamic and relevant social media presence. Utilizing video podcast content by creating clips for various social media channels can be a savvy tactic, as concise clips tend to captivate audiences, drawing them in and compelling them to watch the entire episode. This emphasises the significance of YouTube as a pivotal platform in this multimedia landscape.
In essence, the rise of ‘Podheads’ reflects a significant shift in podcast consumption habits, notably among males under 35. This move has fuelled an increase in the popularity of educational podcasts. The YouGov research highlights the importance of tailoring content to meet the preferences of listeners seeking learning opportunities during daily activities. The strategic advantage of platforms like YouTube underscores the importance of maintaining a dynamic social media presence, demonstrating YouTube’s pivotal role in the evolving multimedia landscape.
