According to the study, a significant 65% of U.S. adults have listened to a podcast in the last three months, showcasing the format's widespread popularity.
The report indicates that Millennials lead in purchasing driven by podcast ads, with 28% making a purchase within three months of exposure to the ads.
Comedy and True Crime dominate the podcast genre landscape, while Conversational and Interview formats are the most favored among listeners.
The growth in podcast listening presents a compelling opportunity for marketers, given the strong connection between podcast ads and consumer purchases.
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