TRACK Forward: Podcast market still getting stronger

Hamburg, November 2019 – There‘s hardly a media that is discussed as much as podcasts right now. At the latest TRACK Forward evening, Vincent Kittmann, Head of Podstars at OMR, presented some deeper insights into the development of the industry

While 51% of the population in the USA listen to podcasts, in Germany, this figure is still currently only 33% – but the trend is rising. Here podcast listeners are predominantly male, aged 20 to 39 years old, and have a higher level of education and purchasing power. This makes them an attractive target group for brands – especially given that podcast listeners are very loyal. Furthermore, the number of female listeners has also risen steadily in the last few months.

Things are looking exciting from a B2B point of view, too. Our guest podcast expert cited “On the Way To New Work” and “Kassenzone” as especially positive examples. While there are some in the communications industry, however, who think that the podcast boom will soon be over, Vincent Kittmann still sees a lot of potential. Smaller or niche podcasts can also be very interesting for the upper end of the market, especially if they are able to reach their specific target group. What’s essential, however, is that a certain creative freedom is retained in the design of podcast concepts.

TRACK Forward aims to provide an inspiring, thought-provoking platform for discussions on topics such as digitalization, latest industry trends, and innovative developments. TRACK invites guest specialists at regular intervals to share their knowledge with colleagues, customers and friends in a open, frendly atmosphere over wine and snacks.

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