THERE ARE 10.5M UK LISTENERS WAITING FOR YOUR SHOW

The latest stats from MIDAS have highlighted that 10.5 million adults in the UK now listen to podcasts every single week. That is 19% of the 15+ population in the country.

That figure has nearly doubled since 2017, and it’s another indicator why so many entrepreneurs, business owners and brands have pivoted to creating podcasts in recent years. The potential reach and engagement is much higher on podcast platforms than traditional social media.

As well as an increase in the audience size, there are some other numbers in this latest MIDAS report (which you can see HERE) where some real signs of the value of long-form audio content reveal themselves:

There are 10.5 million people listen every week.

Meaning: That is a lot of potential listeners, and potential customers.

There are a total of 69 million hours of podcasts consumed each week.

Meaning: That is a lot of time people spend listening to their online content.

The average listener tunes in for 6.5 hours, per week.?

Meaning: You can get a long time to spend with your ideal consumer. This also shows podcasts that create multiple episodes per week can benefit from listeners consuming more of their content.

Over 93% of people listen to podcasts alone.

Meaning: Podcasts are an amazingly powerful medium for gaining attention when there are no other distractions that are pulling focus from the listener. Of course, people might be working or studying, in the car, on the treadmill etc. but they are unlikely to be distracted by other forms of media at those times. Attention is one thing, focused attention is quite another.

68% of people listen to the whole show.

Meaning: Once you grab a listener, they are more likely to stay with you for all of your content.

73% of listeners consume shows through their mobile phone.

Meaning: You need to make sure you optimise your show for the phone experience - for example, your artwork needs to be optimised for the phone, think about the audio production of your show from the perspective of someone listening on mobile or through AirPods and make sure things like shownotes include click-throughs to where you want to drive traffic (links don’t appear on Desktop versions of a lot of the apps, but they will on mobile variants).

All of the above should serve to bolster your enthusiasm for your audio content if it already exists, or reaffirm your need to add podcasting into your marketing mix if you’re yet to launch one.

In 2022, a podcast is the number one way to grow your expert positioning and be considered as the thought leader in your sector, because it gives you a global audience and it allows you to build a tribe of organic consumers.?

Unlike other forms of marketing, a podcast is earned-media in its truest sense and there are no gatekeepers between you and the audience you build.?

If you want to take your audio content to the next level or even better, get started on it as a brand or entrepreneur, click here:?