Many podcast ads are read by hosts, giving the products an extra endorsement. And with daily listeners ultimately exposed to more host-read ads than weekly listeners, it’s not surprising to see a higher portion of daily listeners making purchases after hearing an ad.
“People find resonance with podcasts, and they want to talk about [them] a lot,” said Alex Kubo, vice president of ecommerce and digital marketing at furniture company Burrow. “Podcasts [can] grab somebody's attention and walk them all the way down the funnel.”
We estimate that there will be 76.4 million US podcast listeners in 2019, making up 37.3% of digital audio listeners. This number will grow to 85.4 million, nearly 40% of the digital audio listening population, by 2023.