Pandemic and Podcasts: The Rise of New Age Entertainment
By: Kailey Lane
Podcasting (/pädˌkastiNG/): ‘the practice of using the internet to make digital recordings of broadcasts available for downloading to a computer or mobile device’
A podcast, according to thepodcasthost.com, is a series of spoken word, audio episodes, all focused on a particular topic of theme. Whether it’s on your way to work, driving to sports events, or just relaxing in your home, podcasts are a great way to get news, drama, entertainment, true crime, cooking tips, and anything else you can think of!
Types of Listeners:
Since the COVID-19 pandemic, podcasts have grown in popularity tremendously. There are multiple types of podcast listeners, categorized by light, medium and heavy listeners. Light listeners are those who listen anywhere from one to three times a month, whereas heavy listeners listen more than 10 times a month. According to Nielson, 49% of U.S. podcast listeners are light users.
Where to Listen:
While almost half of podcast listeners are light listeners, the pandemic increased the amount of heavy podcast listeners from 25%, to now just under 30%. Additionally, Nielson reported that the pandemic had no negative impact on overall podcast engagement. At-home listening ranked #1 over listening at work or during transit.
By 2023, the Interactive Advertising Bureau (IAB) predicts that advertisement revenue will hit $2 billion in 2023, while this past year generated $842 million.
Pandemic Pandemonium on Podcasts
Now that we know which podcasts took off during the pandemic, let’s look at why podcasting has thrived during COVID-19. Although overall podcast viewers and statistics increased, at the beginning of the pandemic, downloads declined by 10%, but that was soon short lived. While the world was at a standstill and many were sent to work from home, the normal ‘listen during the commute’ was now out of the question. But viewers found a new way to add their favorite podcasts into their daily routines.
Currently, 55% of people in the U.S. have listened to a podcast. While more than half of American’s have listened, during the pandemic, the natural rise of podcast listening increased with global usage totaling 42%.
Top Listeners
It is evident podcasts have increased in popularity dramatically but have been proven to be more popular for certain generations. 18% of adults said that when social distancing protocols were mandated, they started listening to podcasts more. There has been a large growth in viewership among the Millennial and Gen Z generation.
One of the reasons for the increase in viewership among these generations can be attributed to social media influencers. During the pandemic, Spotify looked to increase Gen Z listeners by making deals with social media influences in order to gain traction. Specifically, two influencers they made deals with were Alex Cooper and Addison Rae. Alex Cooper’s podcast, Call Her Daddy, is very popular among Gen Z women.
Popular Pods:
While statistics and viewership increases, let’s talk about different types of popular podcasts during the pandemic.
This podcast is hosted by journalist Sarah Marshall in order to talk about events or people that have been portrayed controversially in the public eye. Topics that she covers range from the OJ Simpson Trial to McDonald’s hot coffee debate. Tune in to see what you’re wrong about!
Aimed at adults, this podcast literally is about stuff the regular adult should know. The goal is to open people’s eyes to more knowledge, and to also make us feel like we may not know as much as we thought we did. Hosted by Josh and Chuck, topics include anything ranging from gut health to different types of champagne. What should we know?
One of my favorite pandemics finds, this incredible true crime podcast is hosted by Ashley Flowers and Brit Prawat. Weekly episodes cover different true crime cases, whether it be paranormal cases like the Dybbuk box (google/listen about this at your own risk) or serial murder cases like John Wayne Gacy. Take a listen if true crime is your ish!
While sticking with the true crime theme, True Crime Obsessed, hosted by Patrick Hinds and Gillian Pensavalle is a lighthearted and comedic podcast poking fun at true crime documentaries. Some of the documentaries they discuss include Tiger King and Making a Murderer.
For the foodies, Comedians Ed Gamble and James Acaster host a food podcast inviting guest stars to their dream kitchen explaining their favorite meals. Ed Sheeran and Jamie Oliver are just a few celebrities to mention, but their attendance on the podcast comes with a price! Hosts name one ingredient that their guest star hates, and if the guest mentions it during the podcast at any point, they get kicked off!
Education and Entertainment:
While podcasts can be filled with drama, comedy, cooking recipes and more, these tend to shed light on education. Podcasts are an influential tool we can use to learn something new. Whether it be a new recipe, or things from the Stuff You Should Know podcast, they are a good learning opportunity. During the pandemic, this allowed people to stay up to date on information and learn a new trick or trade along the way.
Advertisements:
With increase in view ship, comes increase in revenue. By 2023, the Interactive Advertising Bureau (IAB) predicts that advertisement revenue from podcasts will hit $2 billion in 2023, while this past year generated $842 million. A survey done by Westwood One and Advertiser Perceptions recorded that in 2015, 10% of marketers said they would consider advertising in a podcast. Fast forward five years to 2020, that number increased by more than double, totaling 37% of marketers considering advertisements and including this tactic in their media strategy.
My Top Picks!
I can vouch in saying that the pandemic was when I started listening to podcasts and listening heavily. As a podcast host me, this is such a great way for listeners to learn something new, as well as have entertainment for longer than a three-to-four-minute song. Although The Extra Point (cough, mine) is the best podcast I know to date, I do have to send some love to Morbid. Morbid is a true crime podcast hosted by Boston natives Alaina, an autopsy tech, and Ash, a hairstylist. Their episodes range from haunted lighthouses, scary games, true crime cases, listener tales, and many more. If you’re looking for the best true crime podcast out there take a listen! But, if you’re into sports, take a listen to The Extra Point!
Shaw, Lucas. “Spotify Has a Gen Z Problem. Or Is It an Opportunity?” Bloomberg.com, Bloomberg, 19 Dec. 2021, https://www.bloomberg.com/news/newsletters/2021-12-19/spotify-has-a-gen-z-problem-here-s-how-it-s-learning-from-tiktok.
Nolden, Craig. “Why Podcasting Has Survived (and Thrived) during COVID-19.” Burrelles, 14 June 2021, https://burrelles.com/why-podcasting-has-survived-and-thrived-during-covid-19/.
Ancheta, Tatum, and Dara Chau. “The Best Podcasts to Get You through Pandemic Time In.” Time Out Hong Kong, Time Out, 22 Feb. 2022, https://www.timeout.com/hong-kong/things-to-do/the-best-podcasts-to-get-you-through-pandemic-time-in.
“Lighter Podcast Listeners Are Fueling Audience Growth.” Nielsen, 16 Sept. 2021, https://www.nielsen.com/us/en/insights/article/2021/lighter-podcast-listeners-are-fueling-audience-growth/.
Robinson, Donna, Ben Braman and Katie Tweedy. “The Impact of Covid-19 on the Podcast Advertising Ecosystem.” Collective Measures, 1 Mar. 2021, https://www.collectivemeasures.com/insights/impact-covid-19-on-podcast-advertising-ecosystem.