Podcast fandom is growing and deepening among the most active listeners, according to a white paper from Wondery, ad agency Dentsu and Edison Research.
The article from Variety discusses a study conducted by Wondery, Amazon's podcast network, in collaboration with Edison Research, which reveals that podcast fandom is not only growing but also deepening. The study, titled "The Power of Podcast Fandom," found that podcast listeners are increasingly engaging with their favorite shows through various platforms, including social media, live events, and merchandise. Key findings include that 43% of weekly podcast listeners consider themselves fans of at least one podcast, and these fans are more likely to engage in activities like attending live recordings or buying podcast-related products. The research also highlights that podcast fandom leads to higher listener loyalty, with fans being more likely to listen to every episode, recommend the podcast to others, and even pay for premium content. This deepening engagement suggests that podcasts are becoming a significant part of cultural consumption, similar to other forms of media like TV shows or music.
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