Podcast advertising: contemporary and positive
Podcasts are now an integral part of the audio mainstream, according to a new study by RMS: 33 percent of Germans listen to podcasts regularly, 23 percent daily.
Podcasts are an integral part of media consumption in Germany. According to the latest RMS podcast study, 33% of Germans regularly listen to podcasts, 23% even listen to them daily or several times a day. This intensive listening experience also makes the medium a platform for brand messages.
There is also a positive trend for advertising: 46% of listeners consider audio advertising in the podcast environment to be contemporary. 40% are aware of podcast advertising and rate it positively - especially if it is relevant in terms of content. 75% of daily listeners accept advertising in return for free use, while half find relevant advertising interesting.
In particular, the formats are used for entertainment, personal development, information and relaxation - with usage increasing over the course of the day.
