Podcasting has seen explosive growth in recent years, yet there remains a large segment of potential listeners who haven’t been persuaded to join the movement. As revealed in recent research from the Podcast Landscape 2024 report, a significant opportunity lies in converting these individuals. Known as “The Persuadables,” this group offers an audience of 20 million Americans who are open to the idea of podcasts but remain on the fence. Here’s how you can tap into this next wave of podcast consumers.
Understanding The Persuadables
While podcasting continues to grow, a striking 26% of Americans over the age of 18 have yet to listen to a podcast. This number has dropped slightly from 28% last year, indicating some progress. But it’s in the nuances of this group that the real insights lie. Among these non-listeners, The Persuadables stand out, representing around 8% of the total population. The majority of them are older (48% aged 55+), predominantly female (62%), and typically over-index as white due to the older age group.
Why Haven’t They Listened Yet?
The Persuadables list several reasons for their hesitation. They often cite not having enough free time, not knowing how to access podcasts, or simply not understanding the value they provide. Some still hold the misconception that podcasts require a payment, and many struggle to find content that resonates with their interests. These barriers are all easily addressable through focused education and outreach.
The Growing Appeal of Video Podcasts
Interestingly, while The Persuadables may be resistant to traditional audio formats, many are active consumers of video content. Platforms like TikTok, YouTube, and free streaming TV services have seen significant upticks in usage within this group. This trend represents a prime opportunity for podcasters to experiment with video content, providing a hybrid form of podcasting that could bridge the gap between the audio and visual worlds.
Strategies to Engage The Persuadables
- Leverage Video Podcasts: With video consumption on the rise among this group, now is the perfect time to introduce them to video podcasts. By promoting video versions of your podcast on platforms they already frequent, like YouTube, TikTok, and Facebook, you stand a better chance of drawing them in.
- Short-Form Content: Bite-sized content on platforms such as TikTok can offer a gateway for The Persuadables to experience podcasting in an accessible, easy-to-digest format. Short, engaging clips can spark curiosity and encourage them to dive deeper into full episodes.
- Facebook is Still Relevant: Despite the popularity of newer social media platforms, Facebook remains a dominant space for this demographic. Building a podcast community on Facebook and leveraging its groups can help foster engagement and build trust with potential listeners.
- Fill the Information Gap Left by Radio and Twitter: The Persuadables are increasingly moving away from real-time news platforms like Twitter and traditional radio. Podcasts are ideally suited to fill this gap, offering companionship, education, and entertainment on demand. Highlighting these benefits can help reframe podcasts as a new form of trusted, convenient media.
- Tie Content to Their Favorite TV Shows: With the rise in interest around companion shows to popular TV programs, podcast creators should consider partnerships or content adjacent to well-loved series. This kind of cross-platform promotion could appeal to The Persuadables, blending their love for video entertainment with the audio format.
Converting the Curious into Loyal Listeners
To win over The Persuadables, the key lies in demonstrating the unique benefits of podcasting. Emphasize the medium’s ability to enrich passive time, like commuting or household chores, with meaningful content. By filling the gaps left by traditional media consumption habits and adapting to their preference for video-based platforms, podcasters can open the door to this valuable audience.
The next wave of podcast growth may well hinge on persuading these untapped consumers. By understanding their media consumption shifts and addressing their barriers to entry, podcast creators have a golden opportunity to expand their reach and bring 20 million new listeners into the fold.
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