Keeping up with current events has become kind of a drag. Push notifications detailing horrific headlines and roundtable discussions featuring only the most extreme points of view have made staying up-to-date a bit of a hellscape.
And with rotating stages, loud graphics and multi-screen backdrops, broadcast news coverage now feels more like a morbid halftime show than the thoughtful reporting of today’s top stories. It’s no wonder that “Americans are watching less television news each year and printed media has been on the slide for decades,” according to Reuters Institute’s annual Digital News Report.
But audiences are still searching for a sense of truth they can feel confident in. And listeners are looking to news podcasts—which grew in downloads by 45% since last year, according to Simplecast—to break down the issues in a comprehensive and reliable way.
In fact, according to SXM Media’s Culture Trends Study, 80% of listeners specify that they “want unbiased and factual information from news podcasts.” Meanwhile, SXM Media’s recent user study found that 51% of news listeners say that podcasts are authentic and trustworthy. That number drops down to 6% for cable television and 2% for social media.
Suffice it to say, audiences have come to rely on podcasts in a way that they can’t with other mediums. And when digging into the data, it’s evident that there are a few key factors driving this shift.
Echo chamber no more
Audiences are aware of the partisan lean of top news channels and that the algorithm is designed to reinforce their existing beliefs. And though it might seem gratifying to feel right 100% of the time, people realize that the truth of any matter is nuanced and getting multiple points of view is integral to building an informed outlook.
51% of news listeners say that podcasts are authentic and trustworthy.
The Culture Trends Study found that 53% of listeners say they “want diverse perspectives and opinions” from news podcasts—a number that shoots up for key segments like Black, Gen Z and millennial listeners. And shows like Stitcher’s Vibe Check are satisfying this craving with conversations that explore the issues from every angle and lead with respect when stances differ. Co-host Sam Sanders attests that Vibe Check listeners “get to hear [the hosts] think out loud in a safe space and disagree without fighting.”
The discourse is in the details
If you’ve listened to a news podcast recently, you know that they aren’t skimping on any of the details.
From consulting expert analysts to citing key facts and figures, shows like Rachel Maddow’s Deja News are providing listeners with answers to questions they didn’t even know they had. The result is a leaned-in audience that listens frequently and for extensive periods of time.
According to the Culture Trends Study, 69% of listeners say that they often listen to multiple podcast episodes back-to-back. And per SXM Media’s recent user study, 77% of news listeners say that they enjoy long-form podcast episodes exceeding 60 minutes in length, and 85% are tuning in daily. That can be perfect for brands in search of a highly captive audience.
Driving community and action
Perhaps the biggest differentiator between news podcasts and traditional media coverage is the implicit call to action for listeners to consider how the headlines might affect their communities and how they can make a difference.
Publishers like Crooked Media don’t just deliver the news, they give audiences tangible resources and actionable solutions to be the change they wish to see. And for brands, there’s a halo effect that comes along with being integrated into such an inspirational environment.
After all, 92% of listeners have taken action after hearing a podcast ad. And one in three podcast listeners says that “I go out of my way to support brands that support my favorite podcasts.” Whether volunteering as a poll worker or visiting a brand’s website, listeners are in the habit of heeding the calls of their favorite news podcasters.
Audio is the way to go
News content will always encompass a wide range of stories, from deflating to heartwarming. But the medium in which the news is delivered can make a massive difference in audience sentiment. And podcasts are softening the blow around even the toughest top stories.
Just ask the 59% of news listeners who say that “podcasts dive into [their] favorite topics more than any other media.” Not to mention, news channels have always been one of the best avenues for reaching educated and affluent audiences, and now podcasts are drawing in even younger and more diverse high achievers who have soured to traditional news coverage.
With big stories constantly breaking, brands won’t want to miss out on this powerful listenership.
