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Podcasts have evolved from a niche medium to a mainstream content and advertising channel. But just how influential are they?
The latest edition of The Power of Podcast study by Content Republic, the branded content and native advertising division of Belgian media group Mediafin, explores consumption habits, but also advertising effectiveness, and emerging trends in the Belgian podcast landscape.
Let’s take a closer look at what has been uncovered about the power of podcasts.
The podcast boom: Key findings
- Podcast popularity remains strong: 38% of Belgians listened to a podcast in the last month, maintaining the strong momentum seen in 2023.
- Particularly in the B2B sector, podcasts are deeply embedded: 61% are regular podcast listeners, with 43% tuning in weekly—almost double the general public’s rate.
- Time spent on podcasts is increasing, with over half of listeners engaging for more than an hour per week.
- Interestingly, podcasts are increasingly replacing traditional radio, particularly among younger audiences. With longer listening sessions and stronger audience loyalty, podcasts are fostering a deeper connection with their listeners.
Spotify has overtaken YouTube Music as Belgium’s top podcast platform. Additionally, 30% of listeners now discover podcasts via news sites or apps, up from 20% last year—highlighting new avenues for podcast distribution.
Changing listening habits
Podcast consumption varies by audience:
- The general public listens while multitasking, such as doing household chores, commuting, or during leisure time.
- B2B professionals listen mostly during commutes, treating podcasts as a tool for professional insights and news updates.
- For 3 out of 10 listeners, podcasts are a stand-alone activity, meaning they fully engage with the content, and by extension, the ads—a unique advantage for advertisers.
Why podcast advertising works
Podcast ads outperform traditional media formats in credibility and engagement. Research shows:
- Listeners perceive podcast ads as more trustworthy and relevant than online video or TV ads.
- Native podcasts outperform branded podcasts, as audiences perceive them as 30% more credible and 54% more effective.
- B2B audiences particularly favor native podcast advertising over traditional branded content.
Content matters: Tailoring ads to the right audience
Not all content performs equally in a podcast environment:
- For investment and lifestyle topics, expert-hosted podcasts are the most credible.
- For entrepreneurship and AI topics, both brand-produced and expert-led podcasts prove equally effective.
- Native podcast integrations drive higher engagement, even if slightly lower in perceived credibility.
The strategic imperative
For brands, podcasts offer an exceptional opportunity:
- Audiences are not only deeply engaged but often fully immersed in the content.
- Podcasts carry high credibility, extending this trust to advertising messages.
- B2B- decision-makers are well represented, making podcasts an effective way to reach them. Listening habits show increasing loyalty and time spent with the medium.
For marketers aiming to build meaningful connections, native podcast advertising isn’t just an alternative—it’s a strategic advantage. The key? Matching the right content with the right audience for maximum impact.