• September 28, 2022

Authenticity

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YouTube is the top preferred platform to listen to podcasts, according to a recent survey conducted by voice actor marketplace Voices. The company recently fielded a survey to 1,002 podcast listeners in the U.S. between the ages of 18 to 69 to unlock new insights about American podcast listening habits and trends.

57.8% of the survey’s respondents preferred to listen to shows on the Google-backed video sharing platform. Podcasters will often upload full video podcast episodes to YouTube, which serves as both a distribution and marketing channel.

However, YouTube only allows Premium members to listen to audio on-the-go with the display locked and on in the background, a disadvantage for a widely used podcast player. But it appears that the company may be taking a turn: The company appointed its first executive, Kai Chuk, that would oversee podcasts on the platform last October.

Following YouTube was Spotify, preferred by 53.6% of listeners. Spotify has also taken steps to expand availability of video podcasts. 41.1% of listeners use Apple Podcasts, followed by Google Podcasts with 37.9%. Amazon’s decision to integrate podcasts into Audible appears to have paid off, as 29.7% of respondents said they listened to podcasts on the app.

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The report also shared insightful data points about how YouTube podcast listeners respond and engage to ads. 70% of YouTube listeners prefer live-read ads to pre-produced spots. There is also a desire from half of all listeners for YouTube podcast ads to be more personalized and relevant to the podcast they’re listening to.

Two of five YouTube listeners prefer their ad in the middle of the podcast during a break, while two of three YouTube listeners want their podcast ads to be “obviously” an ad, an interesting commentary on the blurring line between advertisements and content. 64% of listeners also reported looking for more engaging, interactive ads from advertisers.

Figuring out ad lengths is crucial for both podcasters and the platform, as on average, a YouTube listener will turn off a podcast if an ad is longer than 38 seconds.

But if done correctly, YouTube podcast advertising is effective in getting listeners to spend: YouTube listeners spent an average of $143 on purchased from podcast ads, higher than the industry average of $133.

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