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Study: you dismissed the podcast format a little too quickly...

Marie Verchère, CEO

Marie V.

7 déc. 20227 min read

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Contrary to what one might think, the success of podcasts is not necessarily conditioned by the size of the audience, especially in B2B where one is addressing a niche audience. Better yet, it's an interesting snacking format, as it can be based on blog posts, white papers and other content produced by marketing. Is the podcast underpriced? That's the conclusion of a recent study. Here's how it works...

43% of decision makers listen to podcasts in their buying journey

It's a fact: podcasts are now a leading channel for B2B content delivery. According to a new study by Sapio Research, 43% of B2B decision makers say they consume podcasts to inform and enrich their decision-making. That's as many as newsletters, webinars and social media, yet companies are putting more resources into these formats. Second place goes to trade journals (39%), followed by general newspapers and virtual events.

In fact, the popularity of podcasts among B2B decision-makers aligns with the success of the format in all spheres of society. In April 2022, more than 195 million French podcasts were listened to worldwide, an increase of about 80 million in just one year. Even better: in France, more than 8 out of 10 podcasts are listened to in their entirety. In the U.S., 38% of people over the age of 12 (109 million people) listen to podcasts every month, an increase of 32% in one year, reports Edison Research.

The podcast, a format that is less expensive to produce than you might think

The success of a B2B podcast should not be measured by ratings. It's not like a radio show, where the size of the audience determines the cost of advertising. "A niche show with a small audience size, consisting of your ideal customers and prospects, is perfect," the study reads.

Also, the podcast doesn't have to carry original content. It is the ideal medium to enhance blog posts, white papers, surveys, interviews, etc. Finally, it is an excellent catalyst for engagement on social networks.

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