Podcasters and advertisers alike have long suspected that their listeners might just be a holy grail of engagement. The medium is inherently intimate, and easily creates a one-sided feeling of closeness between listener and host—the sense that the person talking into your ear on your commute is someone you know, whose product recommendations you trust, and whose work you want to support. Cox describes it as a “lean in” medium: “People are really listening and want to consume all of the content that is there and available. There’s a level of dedication that comes from podcast listeners that you otherwise don’t find.” And now the numbers prove it. Podcasts aren’t a bubble, they’re a boom—and that boom is only getting louder.
Last year at WWDC Apple announced that it would soon provide podcasters with new data regarding the behavior of listeners – data like how long an episode is listened to for, and whether ad reads are skipped or listened to.
As Katz shares in her WIRED piece, the early results have been extremely positive, proving what many podcast listeners already knew: podcasting is a uniquely engaging medium that breeds avid fans.