Wondery, Dentsu, Edison Report Reveals True Impact of Podcast Fandom

According to a new white paper, titled The Fandom Phenomenon, from podcast studio and network, Wondery, dentsu, and Edison Research, nearly half of podcast fans (46%) are more a fan of their favourite podcast than any other form of entertainment. Of the 100 million (Edison Research, The Infinite Dial 2024) Americans tuning into podcasts weekly (one-third of the U.S. population), those who identify as “fans” spend more than 9.25 hours a week listening to podcasts–but that’s only part of the story. Podcast fans are so emotionally invested in the shows and hosts they love that they will often look for ways to engage their fandom beyond the podcasts and give close consideration to brand promotions they hear during their favourite podcasts over what they hear or see elsewhere. The study, which features new data based on a survey and qualitative interviews, notes that 71% of podcast fans feel they are friends with the hosts of their favourite podcasts.

For brands and talent, exciting opportunities are opened by the deep, emotional connection and sense of community that fans experience when listening to their favourite hosts and programs. For example, 55% of podcast fans are more likely to consider a product or service if the host recommends it and 57% say they are more likely to pay attention to brands that support their favourite podcast. Additionally, 62% say they are fans because podcasts help them feel like they are part of something bigger than themselves.

Context is important with 42% of podcast fans saying they are more likely to pay attention to podcast ads that are relevant to the topics discussed within the program. With 68% of fans following their favourite podcast on social media and 43% of fans engaging with the podcast-originated IP through other media including TV and books, podcast talent and studios have opportunities to scale their content into true entertainment franchises that extend beyond the episodes. Wondery has expanded on their top performing podcasts, like its true-crime community, Exhibit C, with opportunities for true crime enthusiasts to connect with each other through IRL experiences, like the recently announced Exhibit C Cruise, social media fan communities, and more.

Nicole Blake, chief brand officer, Wondery, said, “The research shows that podcasts are not only a great source of entertainment and information, but also podcasts provide listeners with a sense of connection that stands out as unique in the media and entertainment landscape. Podcast fans are invested in the hosts, the stories, and the fan communities, which provides an excellent opportunity to extend the IP into areas such as Consumer Products and IRL experiences, and for marketers to authentically reach key audiences.”

Some of the other intriguing findings from the white paper that underscore the deep emotional connection that fans feel with their favourite podcasts and podcast hosts includes:

- Podcast fans welcome ads and listen to them: 65% of podcast fans report that they are grateful to brands that support their favourite podcasts, with 54% stating that they are more likely to trust those brands.

- Authenticity is key: Fans want brands to be real. 89% expect the messaging to be believable, and 88% value messaging that is authentic and aligns with the values of the show.

- Community and cultural relevance is important: 51% are fans because podcasts help them interact with others and 75% are fans because podcasts contribute to their understanding of communities outside their own. As one individual interviewed for the study said, “When I’m watching a TV show, I’m a spectator. But with a podcast, I feel like I become part of the conversation.”

- Podcasts are a great way to reach sports fans away from the playing field: There are a number of sports podcasts with devoted fandoms that also extend to social media and other platforms. For example, Wondery’s New Heights Instagram boasts more than half of the following of the entire Philadelphia Eagles franchise on Instagram.

- Those who self-identify as podcast fans are 2.5x more likely to fall into the age demo of 25-44: This group is in the midst of life transitions such as establishing a home, raising a family, and caring for elderly parents, and still make time to enjoy their favourite podcasts.

Jennifer Hungerbuhler, chief publisher direct officer, dentsu, said, “Podcasts are an important channel when developing media strategies and campaigns for brands because they offer a unique and engaging way to reach target audiences. They provide an intimate and personal listening experience, which helps foster strong connections between brands and listeners. The research findings from this study highlight the incredible growth in the podcast industry and the strong engagement levels among podcast listeners. These findings reinforce the belief that podcasts are an effective channel for building brand awareness and loyalty.”

“Since 2006, Edison Research has measured the year-over-year growth of podcast listening through our annual Infinite Dial study. While numerous factors contribute to the growing popularity of podcasts, we've consistently found that personal recommendations and word-of-mouth remain among the primary discovery points. The podcast industry owes a debt of gratitude to passionate fans who introduce shows to new listeners and fans every day. The Fandom Phenomenon study shows the gratitude is mutual - listeners have so much appreciation for all the ways podcast fandom has enhanced their lives,” said Megan Lazovick, vice president at Edison Research.

Methodology

Wondery and Dentsu worked with Edison Research to dive deep into podcast fandom by conducting the The Fandom Phenomenon study. The study used a mixed-methods research approach to capture the depth and breadth of podcast fandom across the U.S. Podcast fandom is defined as an individual who spends 9.25 hours per week or more listening to podcasts. The fieldwork began with 30-minute qualitative in-depth interviews conducted virtually with 20 U.S. podcast fans, aiming to better understand the concept and role of fandom in fan’s lives. Interviews were followed by an online survey of 3,278 U.S. monthly podcast listeners ages 13+ to validate and quantify qualitative learnings at scale. Finally, observational research following show-specific fans was conducted to better understand how people engage with and express their fandom in day-to-day life. This report is also supported by insights uncovered in The Attention Economy report, a study Dentsu and Lumen Research conducted to measure attention in audio advertising for the first time.

To access the full white paper, please visit here.