Podcasting is a HUGE opportunity for automotive brands to reach new, highly engaged audiences. Businesses that invest in podcasting will drive increased brand awareness, boost brand affinity, improve and nurture relationships with prospects and customers, educate their audience and further establish themselves as the go-to brand.
The average weekly podcast listener in the US subscribes to six and listens to seven shows in an average week (Edison Research, 2019). More than half listen to at least four different shows a week, and 16 percent tune into just one podcast per week.
While listening to podcasts is still far more popular across the pond, the trend continues to grow rapidly here in the UK. In 2019, 14 percent of people over the age of 15 were listening to podcasts on a weekly basis, rising to 18 percent in 2020. We’d expect this to be well over 20 percent now, so that’s over 1 in 5 people in the UK consuming podcast content each week.