Insightful facts about Podcasts

Podcasts are media files (audio or video) from the Internet, which are usually structured like episodes, placed on podcast hosting platforms and can be subscribed to. The first podcasts appeared in the early to mid-2000s and became increasingly important due to the spread of smartphones.

A survey of podcast usage worldwide found that the proportion of respondents who used podcasts was highest in South Korea at 53 percent. The second-largest share of podcasts users was in Spain at 39 per cent. According to this survey, Germany brought up the rear with a share of users of 21 percent, along with the Netherlands and the United Kingdom. Nevertheless, there is a positive trend in podcast use in Germany: While the share of podcast users in Germany was 14 percent in 2016, 22 percent of the population were occasional podcast users in 2018.

The increasing popularity of podcasts also increases the attractiveness of podcasts as an advertising medium. According to a forecast, global advertising revenue from podcasts is expected to almost double from currently around 885 million US dollars to around 1.6 billion US dollars in 2022.

The audience in the German podcasting market is spread across all age groups. One reason for this could be that both the offered and the requested content are spread over various subject areas, so that a wide variety of fields of interest for young and old are covered.

Another characteristic of the podcasting market in Germany is that no platform has yet established itself as the sole main provider. Around 51 percent of those surveyed in a 2019 survey stated that they use YouTube or other video portals for podcast use. Around 49 percent of respondents listen to podcasts through music streaming services.

Those who use podcasts in Germany prefer to do so at home . In terms of frequency of use , a quarter of the podcast users surveyed stated that they access podcasts on a weekly basis, and around 13 percent of those surveyed even used them daily. With regard to the end devices, the use of smartphones most popular for podcast use.

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