The Impact of Branded Podcasts report released

CoHost, a leading provider of podcast analytics and audience insights created by Quill Podcast Agency, and Sounds Profitable, a renowned podcast industry trade organization, are excited to announce the release of their latest research report, “The Impact of Branded Podcasts”.

This report provides an in-depth analysis of the current branded podcast landscape, offering insights directly from 50 brands in podcasting.

Key Findings:

• Thought Leadership: Podcasts have proven to be a powerful tool for establishing thought leadership, with 76% of brands prioritizing this objective within their audio strategies. Additionally, 46% of respondents view podcasts as a more effective medium for establishing thought leadership than other marketing channels.
• Resource Allocation: Many brands dedicate substantial budgets to podcasting, with 18% investing over $100,000 annually. Despite this, resource challenges, including time and personnel, remain a top concern for 58% of respondents.
• High Satisfaction: An impressive 90% of brands expressed satisfaction with their podcast’s performance, highlighting the medium’s effectiveness in achieving marketing objectives.
• Strategic Support Needs: 42% of brands feel underserved in podcast marketing and competitor research, presenting opportunities for industry innovation and support.

CEO and Founder of CoHost and Quill, Fatima Zaidi states, “Podcasts are a crucial element of strategic communication. “The Impact of Branded Podcasts” report explores how brands use podcasts to build communities, generate sales, and establish thought leadership. Gone are the days of inauthentic marketing, customers want stories and connections - podcasts provide that.”

Tom Webster, Partner at Sounds Profitable adds his biggest takeaway from the report, sharing, “One thing that struck me was how many regulated industries (healthcare, financial services, pharmaceuticals, etc.) have found the benefit of branded podcasts - they are a great way to show your customers that the people behind the brands support them, and aren’t just trying to sell them.”

“The Impact of Branded Podcasts” report serves as a valuable resource for marketers and brand strategists, providing actionable insights into opportunities and challenges branded podcasts present. It delves into the benefits of podcasts, from thought leadership to lead generation, offers guidance on how brands can navigate the complexities of podcast production and marketing, and breaks down how brands invest in audio.

The Impact of Branded Podcasts Report is now available for download. For more information and to access the full report, visit the CoHost website.