The Rising Star of Branded Content: Podcasts
Over the past few years, podcasting has grown from niche to mainstream medium that has a massive potential for increased growth with its deeply engaged audiences. According to Edison Research in 2018, 44% of Americans above the age of 12 have listened to a podcast. Podcasts offer a unique opportunity for brands looking to connect with consumers. They also present a way to engage with increasing smart speaker audiences that would prefer to listen to a podcast then turn on the television. Throughout 2019, more and more brands are embracing the medium in various ways, either as advertisers, sponsors or creators.