The Fandom
Phenomenon
The
Fandom
Phenomenon
Insights on the power of podcast fans and how they
can grow your brand
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Podcasts are mainstream, having evolved from a niche audio medium into one of the most widely consumed forms of entertainment. Fueled by passionate fandoms once reserved for sports teams and music artists, podcasts are fostering deep connections and rich communities across the globe.
This report delves into the power of podcast fandom and its impact on consumers, creators, and advertisers.
The Highlights
Four key trends shaping podcast fandom:
Explore the role and importance that podcasts play for today’s fans.
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A snapshot of
podcast fandom
Understand how and why connection is the driver behind podcasts’ role in the cultural zeitgeist.
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How listeners become fans
See how fandom extends beyond audio content to real-world behaviors and experiences.
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Spreading
the love
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Find advocates who will champion your brand any chance they get.
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Podcast fans are good for brands
A snapshot of
podcast fandom
The podcast industry is still young compared to legacy media, but its impact is undeniable—46% of fans say they love their favorite podcast more than anything else. That's the power of podcast fandom.
61
%
of fans love their show even more now than they did 12 months ago.
38
%
of fans say they enjoy listening to podcasts more than other types of media they consume, including TV, radio and streaming music.
54
%
of fans agree or strongly agree that podcasts are part of their daily routine.
61
%
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of fans love their show even more now than they did 12 months ago.
54
%
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of fans agree or strongly agree that podcasts are part of their daily routine.
38
%
of fans say they enjoy listening to podcasts more than other types of media they consume, including TV, radio and streaming music
How listeners
become fans
Podcasts both reflect and shape the cultural conversation. When big moments happen, people turn to them—driven by a fundamental need for connection.
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I feel like I know the hosts, even though I don't. Like they're friends of mine.
- Katie
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70
%
are fans because they feel emotionally connected to podcast shows or hosts.
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It's about the human connection. When you listen to a podcast, we have more in common than we do apart.
- Bill
62
%
are fans because podcasts help them feel like they’re part of something bigger than themselves.
Spreading
the love
Podcast fandom goes beyond listening. It encompasses real-world behaviors and experiences, giving fans and brands more ways to engage with the content they love.
68
%
of fans have followed a podcast on social media
43
%
of podcast fans have
engaged with podcasts through other forms of media such as TV, books, games, events, and more
engaged with podcasts through other forms of media such as TV, books, games, events, and more
Podcast fans are
good for brands
Podcast fans expect brands to be authentic and align with the values of their favorite show. Brands who embrace this philosophy will reach an audience of passionate advocates.
57
%
of podcast fans are more likely to pay attention to brands that support their favorite podcast.
54
%
of podcast fans are more likely to trust brands that support their favorite podcast.
Download The Fandom Phenomenon report to uncover more insights, and find new ways your brand can tap into the power of podcast fandom.
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