Podcasts Aren’t Advertising Add-ons, They’re the Engine of Omnichannel Growth

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The media landscape has shifted. We’ve moved away from passive consumption and toward active choice. At Acast, we’ve always known that podcasts are more than just background noise; they’re a destination where listeners choose to spend time with their favourite creators.

To quantify this shift, we partnered with Nielsen to survey 3,500 UK adults. The results prove that by adding podcasts to your media mix, you aren't just duplicating your efforts, you’re unlocking massive incremental reach across every major channel:

• +34% reach for Radio (AM/FM)
• +22% reach for Music Streaming
• +21% reach for Live TV
• +13% reach for SVOD

But reach is only half the story. The real power lies in how that reach translates into attention. Check out our Commercial Strategy Director, Tom Roach, and Josh Woodhouse, Regional Managing Director, discussing how these findings are reshaping brand strategies:

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Beyond the reach numbers, the report digs into the "how" and "why" behind podcasting’s effectiveness. Here are a few standout takeaways:

• While other media often serve as background noise, 80% of podcast listeners pay "full or most" attention to the content. Compare that to 74% for radio and just 65% for music streaming.
• When podcast content moves to the screen, it doesn't just perform - it dominates. Podcast video ranked #1 for driving attention across all visual channels, outperforming traditional TV, BVOD, and SVOD.
• Podcast audio is 33% more effective at driving brand consideration than radio, thanks to the deep trust listeners place in their favourite creators.

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With Acast now reaching 80% of weekly UK podcast listeners, we're uniquely positioned to help brands navigate this new reality. As Tom Roach puts it: "We treat audio as the spark, using video and social media to fan the flames, enabling brands to achieve impact everywhere." Ready to dive deeper into the data, and discuss your next omnichannel campaign?

‍Download the Full "Incremental Reach" Report Here

Reach out to the Acast team at sales.uk@acast.com