2021 Podcast Trends to Consider Before the Year Ends

2021 Podcast Trends to Consider Before the Year Ends

Podcast listening is on fire! In 2021, 55 percent of the population listened to a podcast versus 51 percent from 2019. There are 1.5 million active podcast shows right now and almost 75 percent of the US population is listening to at least one of them. 

Podcasting is growing and changing for the better. Whether you have a podcast right now or are planning to start one, this article will list down the trends that will shape the rest of the year for podcasting. 

1. Podcast monetization and advertising 

Podcast influence is on the rise. According to a Nielsen Report, 62% of listeners consider new products or services after hearing them on podcast advertising and 40% visited websites to purchase. This kind of advertising loyalty paired with the trust and authority the host has with the listener can mean high conversion rates for ads. 

Producing and placing ads are more accessible now. You can simply produce an ad via Spotify Advertising that starts at $250 per set or have one made with podcast production agencies like Podcast Town. Once you have an ad, there are podcast placement media groups that can help you land a spot and take the work off your hands. 

2. Platform competition will grow strong 
Spotify is the current industry leader among the audio platform category. They have been making big acquisitions since 2019 with production houses such as Gimlet and Parcast. They also bought out Anchor, a free podcasting platform. In 2020, they acquired the ad and publishing platform Megaphone. These acquisitions lead to Spotify becoming a one-stop shop for audio content for listeners and for creators. 

Amazon has tossed their hat in the game by acquiring Wondery, a podcast firm that has podcast shows that have now been adapted to the big screen. 

Apple, the pioneer podcast platform since 2005, is still a popular choice but has been losing ground to Spotify. They are reported to produce original and exclusive content and roll out their subscription model. 

3. Subscription 
Apple and Spotify have rolled out subscription models to enable subscriptions for their podcasters. This is a challenge for podcasters to create a package to invite listeners to subscribe but can be another viable source of potential revenue if done correctly.

4. Listener experience will be a priority 
The quality and content of the podcast will matter more than ever. With stiff competition, a professionally-edited podcast can help attract and retain more listeners. Professionally edited means removal of the background noises and filler statements for a concise podcast.

Be creative with content while making sure it is aligned with the show’s brand and intent. Mix up episodes with new formats and production styles and see if they work.

5. Video platforms will be essential 

Adding video to the mix can be additional material for your marketing and key to other platforms. You can upload on Youtube and repurpose content in Tiktok, Facebook and Instagram. Interconnecting a brand’s social media accounts will create a solid user experience in every platform. This can also widen your reach since videos are searchable on Google. 

CONCLUSION

Podcasts are predicted to grow as people have seen its benefit especially during the lockdown. Now that the trial barrier has been lifted, opportunities have been made available. 

For those who don’t have a podcast yet, don’t be afraid to start today! Maximize the trend and create a strategy for success. 

For those who do have a podcast already, scaling up will be easier! Create a new level of listening experience to ensure brand growth and loyalty.

Want to start a podcast or grow your existing show? Check out the Podcast Town Academy!