In this session...
Join us for a fast-paced discussion of the research highlights behind our new multi-market podcast study. We will unpack where spend and consumption diverge, which markets are under-monetized, and what the real podcast audience looks like by age and gender. We will also cover why contextual targeting dominates, how to use market-specific personas to plan with precision, and where brand suitability filters risk limiting reach to highly engaged communities.
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Expect clear takeaways on activating female and 55+ listeners, identifying seasonal opportunities by market, and balancing protection with performance.
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What You'll Learn from This Session...
- "Podcasting is under-monetized outside the U.S. Markets like Germany, France, and Australia show strong listener engagement but receive far less investment compared to their scale. "
- "Millennials lead, but seniors are overlooked. 25–44 year-olds dominate listening, yet 55+ audiences remain under-targeted despite their strong presence in consumption data."
- "Female listeners drive demand. Campaigns skew heavily toward female audiences, especially in markets like the UK and France where women significantly over-index."
- "Contextual targeting dominates, but brand suitability lags. Over 95% of spend is contextual, while demographic and suitability targeting remain underutilized, limiting precision and diversity."
- "Suitability filters can exclude valuable audiences. Categories often blocked — such as Adult Sexual Explicit or Politics — host highly engaged, culturally relevant communities, meaning overly strict filtering risks lost reach."
