The who, what, when, where, why & how of podcast listening

Free whitepaper on podcast listening with key data from Mediatel’s Consumer Surveys app, featuring: TouchPoints; MIDAS; Connected Screens and Video & Voice.

Over the past year or so, hardly a week goes by without another announcement of an acquisition or development in the podcast space.

Spotify, in particular, has been betting big on podcasts with a spate of acquisitions, culminating in its purchase of Megaphone, late last year, and a series of high-profile exclusive content announcements, notably Prince Harry and Meghan’s ‘Archewell Audio’.

But Amazon and Apple are not about to allow Spotify to dominate the space without a fight.

Amazon launched a new podcast service last year and recently announced its purchase of Wondery, one of the largest remaining independent podcasting studios and networks. With its rich data on customers’ preferences and purchase histories, high volume of smart speakers across households and strength in audiobooks, it could pose a significant threat to Spotify’s campaign for podcast dominance.

Meanwhile, the original podcast giant, Apple (and still the dominant U.S. distributor) is rumoured to be launching a new premium podcasting service to generate more revenue and lure creators away from its rivals.

And like the tech giants, the big UK audio players, like Global and Bauer, have plans and ambitions in the space.

So why all this activity? While podcasts still account for a relatively small share of total audio hours, the audience is growing fast, which even the collapse of commuting during the pandemic has done little to slow. While ad revenues are also increasing along with the growing audience, they are still relatively small and have huge potential for growth.

In this free whitepaper we take a closer look at how audiences are engaging with podcasts using data on podcast listening from: Touchpoints; MIDAS; Connected Screens and Video & Voice which are all available through Mediatel’s Consumer Surveys app.

The who, what, when, where, why & how of podcast listening is available for download. Please submit your details here:

Consumer Surveys is an award-winning app within the Mediatel Connected data platform, used across the UK media industry. It provides a visual, comprehensive and unbiased picture of consumer behaviour across rapidly evolving media featuring data from six, highly respected industry surveys.