The audio landscape has been undergoing consistent change with the advancement of technology. The combination of new formats, devices and resulting impact on audience behaviours has revolutionised the way we consume audio content.
Podcasting is not a new phenomenon, and yet it remains a relatively untapped media channel in the UK and has often been considered a luxurious extra on a media plan. Without any evidence of effectiveness or how consumers view ad funded content it was difficult to prove the value. We wanted to uncover what motivates consumers to choose to listen to podcasts and what they get out of it, to be able to better advise clients of the7stars about the commercial advantage of podcasting.