Untapped opportunities for advertisers in kids and family podcasts

Realm’s Kids and Family division, Pinna, partnered with #1 kids podcast Story Pirates to unveil the findings of a comprehensive survey shedding light on the opportunities for brands to reach high-earning families by advertising on Kids & Family podcasts. The survey, conducted in Summer 2024 with fans of podcasts from Pinna, Story Pirates, Rebel Girls, GoKidGo Network, and more, offers key insights into the listening habits, purchasing power, and co-listening behavior of audiences consuming Kids & Family podcasts, highlighting a promising avenue for brands to engage heads of household in an intimate, uniquely-trusted setting.

The nearly 700 respondents were predominantly families with children ages 5-11, who often listen together during car rides, creating a unique environment for advertisers to engage multiple generations at once. This “co-listening” phenomenon, where parents and children listen together, was notably higher than industry averages, with 82% of respondents indicating that podcasts were a family activity, particularly in the car where 78% of respondents said they listened. These moments provide an ideal, distraction-free opportunity for advertisers to connect with engaged listeners in the venues where they make most purchasing decisions —the car and the kitchen.

In addition to co-listening trends, the survey revealed that Kids & Family podcast audiences boast significant purchasing power. A large proportion of respondents indicated a household income (HHI) of $100,000+ , suggesting that Kids & Family podcasts offer access to an affluent and influential demographic. Parents surveyed also reported being longtime podcast listeners themselves, with many having used podcast apps like Apple Podcasts for many years, emphasizing the potential for reaching not only children but also parents who are seasoned digital media consumers.

Key Findings from the Survey:

• High Co-Listening Rates: A notable 82% of kids listen to podcasts with their parents and 30% listen with other family members. This creates a unique co-listening environment where families are consuming content together, offering advertisers direct access to both children and their purchasing-decision-making parents.
• In-Car Listening as a Distraction-Free Environment: The car emerged as a primary listening environment, with 78% of respondents stating that they listen to kids and family podcasts while driving, making it a distraction-free companion for family road trips and commutes. Compared to more visually-driven media like YouTube, streaming services, news outlets, and gaming platforms, which are consumed amongst a myriad of competing distractions, car listening offers a more focused environment for advertisers, ensuring maximum message retention.
• High-Income, Engaged Listeners: 71% of respondents reported a household income of over $100,000, and 56% identified as listening to podcasts for over three years.
• Trusted Environment: The survey also revealed that families primarily discover podcasts by listening to other podcasts (52%) and through platform homepages (45%), with recommendations from friends or family (42%) also playing a significant role. This suggests listeners are more likely to follow trusted recommendations once they find a show they enjoy, giving advertisers the perfect entry-point for reaching new audiences in a venue they already trust.

“As many families reduce screen time and access to social media, this survey affirms what we’ve long believed—Kids & Family podcasts represent a unique space for advertisers to reach a multigenerational, engaged audience in a trusted and safe environment, ” said Molly Barton, CEO and Co-Founder of Realm.

“Advertisers who recognize the value of this medium are finding valuable ways to connect with households in moments that matter, like family car rides and shared listening time at home. ” “When the Story Pirates Podcast launched in 2017, we were one of the first shows in the marketplace and we didn’t know what to expect, ” added Benjamin Salks, CEO and Co-Founder of Story Pirates.

“Six seasons and a hundred million downloads later, our show—along with the other top podcasts for kids and families—have exhibited a surprising staying power, and now this survey helps us see why. We are reliably providing a trusted and memorable experience for the entire family at once. Podcasts aren’t just another way for brands to target family audiences—they offer a unique opportunity to reach the family decision-makers at key times when they’re highly engaged and paying close attention. ”

The results of this survey were released today during Realm’s panel, “The Power of Family Podcasts: Unlocking Untapped Potential for Advertisers,” held at Ad Week New York 2024. Moderated by Jerry Kolber from Atomic Entertainment, the panel featured key speakers Molly Barton from Realm and Pinna, Benjamin Salka from Story Pirates, and Jed Baker from Starglow. Together, they explored the unique advantages of Kids & Family podcasts for advertisers, including brand safety, deep engagement, and multi-generational reach. Attendees gained firsthand insights into how brands can effectively leverage these podcasts to create lasting connections with families.