On an average audio content consumers in India listen to podcasts three to four times per week, but in metro cities this rate is even greater, with 70% of respondents listening to podcasts weekly and 30% listening daily, as per the results of the Podcast Advertising Effectiveness Study.
Triton Digital, the global technology and services provider to the digital audio and podcast industry, has released the results of their Podcast Advertising Effectiveness Study commissioned with VTION Digital Analytics, the digital consumer behaviour intelligence platform.
VTION provides Android smartphone based real time behavioural data from a representative panel of consumers, using patented technology. The survey results highlight strong growth of podcast listening in India and the effectiveness of podcast advertising to drive brand and product recall.
Key findings of the study are:
“As a rapidly growing medium in India, podcasts continue to gain significant attention in the Indian market,” said Aditya Summanwar, Director of Market Development, Triton Digital. “Our study further demonstrates a high brand recall in the region and willingness to receive additional advertisements, setting the medium up for a long future of success.”
“We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region,” said Manoj Dawane, Chief Executive Officer, VTION Digital Analytics. “Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well.”
The report surveyed 354 VTION panelists who defined themselves as podcast listeners between August 1 and August 7, 2022.
Link to the full report: https://info.tritondigital.com/podcast-advertising-effectiveness-survey