According to Statista 78% of Americans are aware of podcasts or have a vague idea of what they are. Of this group, 57% have listened to an audio podcast at least once. Sorry YouTubers, we’re not counting you in this stat. Finally, and to no surprise at all, the most popular app for listening to podcasts is Spotify.
I share all of this because it gives you a starting point for considering who your audience is today, and the pool we are working with to try and nab news listeners moving forward.
You can also mix and match the options you use to advertise and reach new listeners. A strategy we’ve used is to start with the free social networks and grow into paid advertising as we had budget available.
Remember, there is no reason to break the bank. Start small, be nimble and think big.
