Podcasts are not new and cannot be categorized as a technological trend. So why do I talk about it in this blog? Because the rise in popularity is due to the developments in technology. The increase in smartphone use and the increase in available podcast apps give almost everybody access to podcasts. Distribution platforms have solved the issue of visibility. Moreover, voice-activated speakers in homes make it very easy to listen to a podcast while, for example, doing the dishes.
In addition to the technological trends that enable the growth of podcasts, podcasts offer exactly what the upcoming generations, the millennials and Generation Z, are looking for. Millennials and Generation Z are used to constant incentives and get easily bored. Podcasts offer a great solution because they allow you to listen anything, anywhere and at any time. With Netflix, television or YouTube, you need to look at your screen. With a book, you must sit down and look at your book. But you can listen to a podcast at any time. Whether you are on the bike, cooking, in the car or walking. It is entertainment and information while you are doing something else. And we, as the new generation, love this efficiency.
There is one last trend that has allowed podcasts to become so popular. We spend a lot of time looking at our screens, for example watching Netflix or scrolling through your Facebook feed. All these entertainment and information channels feel impersonal. Podcasts are intimate and a listener feels as though he or she is in a conversation with the producer. The informality and less ‘produced’ style drive this feeling of intimacy. This intimacy attracts listeners and distinguishes podcasts from other sources of entertainment and information.
The rise of podcasts shows that we must look beyond the technological trends and look for what it enables us to do. Something can be successful if it finds that sweet spot between a need of consumers and a solution that technology offers. Trends might arise in places we did not expect.
Sources
https://www.forbes.com/sites/quora/2018/10/12/why-are-podcasts-gaining-in-popularity/#621a80f45321
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
https://www.bbc.com/news/business-46470428