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Data: 81% taken action after hearing ads during podcast

April 11, 2022

Data from Voices, the marketplace for hiring voice over talent, has revealed that in 2021 just over 50 per cent of its business customers are actively using voice overs for online advertising.

Voices also revealed that 81 per cent of podcast listeners, if advertised to, will conduct some form of search or engage in a call to action.

With 80 million Americans being weekly podcast listeners, there are 10 million more listeners than Netflix account owners in the US alone. With audiences this large being accessible to small businesses, and almost every topic and niche having an audience keen to consume relevant content to their interests, Voices suggests 2022 could be the perfect time for businesses to start a podcast.

Additional data highlights:

  • 55 per cent of businesses are saying they were working on internet video projects over the last couple of years.
  • The number of worldwide podcast listeners is estimated to increase further to over 800 million users by 2025.
  • In the US, the most popular genres are comedy, news, and true crime.
  • 44 per cent of those aged between 26 and 35 said that they listen to podcasts.

Categories: Advertising, Articles, Consumer Behaviour, Content, Digital Radio, Markets, Research

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