Most consumers are open to discovering new podcasts, with only 15% sticking strictly to favorites. 80% listened to a new podcast in the last month.
Social media is the top discovery tool for finding new podcasts, followed closely by YouTube. Interest in specific topics is the leading motivation for listening.
What makes an attractive podcast? 45% say it's 'thought provoking', indicating that challenging content drives listening more than humor or reassurance.
There’s a clear preference for ads that are relevant to podcast content, highlighting the importance of connection between content and advertising.
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