The native format is booming

According to a July 2021 eMarketer study, the number of podcast listeners has been steadily increasing worldwide and is expected to grow further in the coming years. In 2020 and 2021, the number of listeners was 332.2 and 383.7 million respectively.

In less than 3 years, this audience has grown by 70% and is expected to reach 504.9 million by the end of 2024.

5 reasons to integrate the podcast format into your strategy

1. Position yourself as a known and recognised expert in your field

The podcast format allows you to create a narrative context that makes complex subjects accessible. It also offers the possibility to humanize a theme, to embody it and to create a real space of intimacy with your targets.

2. Optimise your audience's time

Podcasts are easy to consume because they can be listened to at any time and in any place. In addition, the podcast format has the huge advantage that it can be discovered in addition to another activity: on the move, on a lunch break, practicing a sport or even during housework.

Podcast listeners are also captive listeners. Since these media have a longer duration than other content formats, this audience is likely to spend more time connected with your brand.

3. A unifying means of communication

In France, 23% of podcast listeners are between 15 and 27 years old (Gen Z), 22% between 28-40 years old (Gen Y) and 27% between 41 and 55 years old (Gen X). The distribution is therefore quite homogeneous between age groups. It should also be noted that 64% of parents have their children listen to podcasts and 79% of listeners recommend them to their friends and family.

4. Maximum credibility

The audio format is often perceived as more authentic and intimate than videos or articles. Listeners often feel like they are listening to a conversation between friends or experts rather than an advertisement. The credibility of the content is also enhanced by the reputation of the listening sources: whether it's Paperjam, Delano, or podcasting platforms like Apple Podcasts and Spotify, which are widely recognized and respected.

5. High production flexibility

With the ability to record in the studio, in one's own office, or even online, the podcast format makes it easy to connect experts from all over the world. The ease of editing, compared to video, and the absence of sometimes intimidating cameras, make it easier to quickly gain the confidence of speakers.

Various formats can be envisaged depending on the strategic objectives (immersion, round table, conversation, interview, etc.), with an adapted duration. The data collected for each episode also offers the possibility to provide valuable information on its audience and to optimize its strategy accordingly.

Maison Moderne's Brand Studio podcasts in figures

- 122 podcasts produced since 2020

- Over 25,000 listens since 2020

- Nearly 10 native series already in progress

Benefiting from the reach, but also from the positive image transfer and credibility of the Paperjam and/or Delano media, all the podcasts are available in a dedicated high visibility section:

You want to launch your podcast? !