The Fandom Phenomenon sheds light on the power of podcasts and the fans who love them

More than 200 million Americans have listened to a podcast and roughly 115 million listen to podcasts on a weekly basis.¹ Over the past two decades, listening to podcasts has gone from a niche activity on the fringes of entertainment to a mainstream activity that allows listeners to unravel mysteries, laugh until their bellies hurt, and keep a pulse on current events across a near-limitless variety of topics.

The popularity of podcasts as a medium is undeniable. But how much do we know about the average podcast listener? What are the nuances between casual listeners and super fans? What fuels fandom in the podcast world? And what opportunities exist for creators and advertisers seeking to engage podcast listeners? These are some of the questions that Amazon-owned podcast studio and network Wondery, ad agency Dentsu, and Edison Research answer in The Fandom Phenomenon, a new report that sheds light on the medium’s unique position in the media landscape and offers fresh insights into how podcast fans engage with content.

For this report, Wondery, Dentsu, and Edison Research conducted 30-minute qualitative interviews with 20 podcast fans, an online survey of more than 3,000 monthly podcast listeners, and observational research following fans of specific podcast series. Read on to learn more about what Wondery and team uncovered in their fieldwork.

While podcast audiences vary widely in their interests and tastes, the research conducted by Wondery, Dentsu, and Edison Research supports the notion that audiences typically fall into one of two groups: casual listeners and podcast fans. The term casual listeners describes audiences who listen to podcasts at least once per month, but do not identify as fans of a specific show, host, or podcasts in general. Podcast fans, on the other hand, describes monthly listeners who identify as fans of specific shows, hosts, or the podcast medium itself. The research found that half of survey respondents who fall into the podcast fans category consider podcasts a part of their daily routines and more than a third of podcast fans report that they enjoy listening to podcasts more than any other media they consume.²

When casual listeners find a favorite podcast or host and return week after week, they become bona fide podcast fans. Audiences keep coming back to podcasts because they find them fulfilling both as listeners and as humans with emotional needs. The new report reveals that listening to podcasts and participating in fandoms around a favorite show or host helps bolster podcast fans’ sense of identity, offers encouragement and inspiration, provides a community of like-minded people, and offers opportunities to connect more deeply with culture itself. "The research shows that podcasts are not only a great source of entertainment and information, but also provide listeners with a sense of connectedness that stands out as unique in the media and entertainment landscape," says Nicole Blake, Chief Brand Officer at Wondery. In fact, more than 60% of podcast fans surveyed for the report shared that listening to podcasts helps them feel like they are a part of something bigger than themselves.³

Another discovery in the report is how crucial sharing and engaging with others is to the podcast experience and the medium’s success. Megan Lazovick, Vice President at Edison Research, shares, “Since 2006, Edison Research has measured the year-over-year growth of podcast listening through our annual Infinite Dial study. While numerous factors contribute to the growing popularity of podcasts, we've consistently found that personal recommendations and word-of-mouth remain among the primary discovery points.” And podcast fans are typically excited to share their favorite show or most recent discovery with friends, whether that’s in person or with members of an online community. More than 40% of surveyed podcast fans cite community as the main reason for their podcast fandom, and more than 65% report following podcasts on social media.⁴ Community also includes the creators behind the shows podcast fans love, with 1 in 5 podcast listeners sharing that they have made financial contributions to their favorite shows.⁵ Lazovick adds, “The podcast industry owes a debt of gratitude to passionate fans who introduce shows to new listeners and fans every day.”

If you’re a marketer reading this, you might be wondering, “That’s great. But does the love that podcast fans have for the medium and fellow listeners extend to brands?” And the answer to that is an overwhelming “Yes.” In fact, 3 in 5 podcast fans agree that brand messages shared on podcasts are more relevant than those shared across other media.⁶

Jennifer Hungerbuhler, Chief Publisher Direct Officer at Dentsu, emphasizes the unique opportunity for brands, "Podcasts are an important channel when developing media strategies and campaigns because they offer a unique and engaging way to reach target audiences. They provide an intimate and personal listening experience, which helps foster strong connections between brands and listeners." Furthermore, over half of podcast fans surveyed report that they pay more attention to brands that support their favorite shows, and just as many report that they are more likely to consider products recommended by podcast hosts.⁷ More than anything, findings from the report highlight the incredible growth in the podcast industry. “These findings reinforce the belief that podcasts are an effective channel for building brand awareness and loyalty,” adds Hungerbuhler.

As podcasting continues to grow, it is critical that marketers develop a deep understanding of podcasts and the fandoms that surround them. The Fandom Phenomenon demonstrates that podcasts aren't just another channel advertisers must include in their media mix. Podcasts are a conduit for brands to forge deep, lasting connections with audiences that truly care about their favorite shows and creators, and their fellow listeners. Is your brand prepared to dive into podcasts? Visit Wondery to read the full report today.