Podcasts on the rise 2022

More and more people worldwide enjoy listening to podcasts. At the same time advertisers increasingly add podcasts to their media mix, hence podcast market revenues have increased, especially in the US - but Europe is catching up.

Have you listened to a podcast this week? If the answer is yes, you are far from alone - podcasts are popular throughout the world. According to Agma, 29.3% of the German speaking population listens to podcasts. In age group 14-49 years old (the most relevant group for advertisers) the percentage is even higher: 41,8%.  

The growing popularity of podcasts has increased their attractiveness as an advertising medium. According to Statista, roughly 842 million U.S. dollars were generated through podcast advertising in the United States in 2020. In Europe, ad spends are significantly lower, but are expected to increase massively within the next couple of years.


Whereas in the early days of podcasts, listeners were more typically younger tech-savvy men, the podcast audience today is more diverse. Not only the total number of listeners has increased significantly but also the average time spent listening to podcasts.   

According to a recent Ad Alliance study more than half of the podcast listeners in Germany surveyed devote more than 60 minutes of their time per week to the medium. One to three different podcasts are listened to regularly by the majority (62%), for 19% four to five are indispensable. The most popular podcasts are those in which the individual episodes last 20 to 30 minutes.


Findings of a 2022-study of The Guardian suggest that podcast audiences listen much more carefully, also to the ads. Different to radio usage, where listeners may drift in and out while the radio is switched on, podcast listeners choose a specific genre, podcast host and the time when to listen to it – for example via headphones while commuting. The study found 65% of listeners paid attention to podcast adverts - more than adverts on TV at 39% and adverts on the radio at 38%. 

Podcasts deliver a tailor-made, authentic environment with an attentive audience. As the number of listeners is increasing worldwide, this offers a great opportunity for brands.

Want to know more which podcast might fit best to your brand? 

Check out the podcast portfolio of your local G+J i|MS sales office: Choose the country you are located in below and contact us for further details!

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