WHITEPAPERS AND REPORTS

The Power of Brands in Podcasts

Creating a branded podcast isn’t just about releasing quality content. More importantly, it’s about connecting with the right audience and understanding their preferences. 

Explore insights about branded podcast listeners, opportunities to engage them, their perceptions of the medium, and attitudes towards video in our latest sponsored report.

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The Power of Brands in Podcasts report reveals
branded podcast listener insights including:

41% of American listeners 18+ say they are likely to
listen to a podcast about a favorite brand

Listeners are more likely to be positive
about a brand’s involvement in a podcast

Audiences prefer listening to
podcasts with other people

Adding video to a brand podcast
can convert non-listeners to the medium

This report gives brands and podcast agencies insight into:

1

How audiences interact with branded podcast and video content

2

Listener demographics and attitudes to branded podcasts

3

Untapped potential in the branded podcast landscape

4

How to leverage video in your branded podcast

Create a branded podcast that engages audiences,
makes an impact, and proves ROI

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Branded Podcast FAQs for Marketers:

What is a branded podcast?

A branded podcast is a type of podcast that is created by a company or brand as a marketing and storytelling tool. The goal of a branded podcast is not explicitly focused on promoting or selling products or services.

Instead, it aims to create meaningful and valuable content that fosters a connection with listeners and builds brand affinity. By providing entertaining, informative, or thought-provoking content, the brand can engage with its audience in a more personal and intimate way compared to traditional advertising methods.

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How can a branded podcast fit into my marketing strategy?

Branded podcasts have emerged as a crucial component of a robust marketing strategy for several compelling reasons. 

Firstly, they provide an avenue for brands to establish thought leadership and expertise in their respective industries. By creating high-quality, informative, and engaging podcast content, brands can position themselves as trusted authorities and build credibility among their target audience. This helps to foster brand loyalty and increase customer trust, ultimately leading to long-term relationships and repeat business.

Moreover, branded podcasts offer a unique opportunity for brands to connect with their audience on a deeper, more personal level. Unlike traditional advertising methods, podcasts allow for a more intimate and conversational approach, where brands can share stories, insights, and experiences in a relatable and authentic manner. That is why podcasts generate up to 4.4x better brand recall than widely-used forms of digital advertising.

By leveraging this growing medium, brands can effectively differentiate themselves, build customer trust, and drive long-term business growth.

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Is a branded podcast a worthwhile investment for my company?

As of 2022, 62% of Americans have listened to a podcast in their lifetime and that number is only projected to increase. Valued at 25.85 billion in 2023, the podcasting industry is rapidly growing and has the potential to engage audiences that are largely inaccessible through other marketing channels or for an extended period. For instance,Videos under two-minutes in length get the most engagement; whereas, 43-minute podcasts are the sweet spot for listeners.

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Additional reports to explore:

Understanding the nuanced landscape of branded podcast listeners is not just a strategic advantage; it's a necessity. This report sheds light on their perceptions, preferences, and their ever-evolving attitudes towards video content. In this era of digital content saturation, knowing your audience has never been more critical. It's not just about being heard; it's about truly connecting with the right listeners.


Fatima Zaidi, CEO and Founder of Quill Inc. and CoHost

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