Podstars presents: Our Podcast Survey 2024

Ready for some podcast insights? We are happy to share the findings of Podstars’ latest representative report: Our Podcast Survey 2024. Earlier this year, we surveyed 1,300 participants from Germany. In collaboration with market research company Appinio, we inquired about their listener profiles, consumption patterns and their attitudes towards podcast advertising and advertising effectiveness. On top of that, we also set out to explore topics such as corporate and branded podcasts, podcast subscriptions, and video podcasts.

The results paint an interesting picture of the German podcast landscape. We see that podcasts are catching on across all age groups and becoming an integral part of everyday life for a lot of people. 32 percent of the German population already listen to podcasts at least once a month; 21 percent listen daily. This indicates the value of podcasts as a means to reach various different target audiences.

By the way, we are also providing the study results in German again this year. 🇩🇪

Podcast advertising strikes a chord

Podcast advertising is well received by listeners. 81 percent of those who have heard podcast advertising appreciate discovering new products through it. Host-read ads remain particularly significant from an advertising perspective. 80 percent of respondents trust that the hosts of their favorite podcasts recommend relevant and high-quality products.

Our survey also highlights the effectiveness of podcast advertising. About a third of respondents who consciously noticed advertising in the past have bought a product in response. This purchasing power is also reflected in branded podcasts, with 41 percent of branded podcast listeners reporting having made a purchase after hearing a brand’s podcast.

And what about video?

As part of our Podcast Survey 2024, we also examined consumption patterns and attitudes towards video podcasts. The responses yield some interesting insights: Our data shows that 24 percent of surveyed podcast listeners regularly consume video podcasts. This opens up new avenues for advertisers to create touchpoints and reach new audiences. On top of that, the holistic approach to podcasting also proves its worth across other types of monetization. Over half of podcast listeners state that they are likely to buy tickets to live events, for example.

That’s it for our bite-size preview of the report. You can find the entire Podcast Survey 2024 by signing up below. And if you’re looking to get the German version of the report, you can find the download form plus summary in this article. 

Get more insights into the German podcast landscape

Sign up here to download our full report, the Podcast Survey 2024, to stay up to date with the latest trends across the German podcast landscape. We hope that with our insights, you can better understand and ultimately enhance your podcast productions and/or marketing activities. 

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