Why podcast ads are underleveraged—and how brands can benefit

Podcasts have become an integral part of daily life for millions, with over  half a billion people globally tuning in regularly. This growing audience presents an opportunity for brands, with  new figures suggesting podcast consumers are a desirable bunch. Yet podcast advertising remains an underleveraged channel. The question is: why?
New data shows that more than more than 50% of Americans now listen to podcasts every month. And research from  Edison Research underscores the lucrative potential of podcast audiences. Monthly podcast listeners are not only more likely to hold a university degree, but they are also more likely to be employed and affluent compared to the general population. And whilst listenerships are diverse, podcasts are particularly popular among Gen X: a demographic known for its  disposable income.