Podcast landscaping tour

This data was originally featured in the January 13, 2021 newsletter found here: https://www.trustinsights.ai/blog/2021/01/in-the-headlight…risis-podcasting/

In this week’s Rear View Mirror, we fielded a question about the overall podcast landscape from our Slack group, Analytics for Marketers, so we decided to dig deep into podcasting since everyone and their cousin seems to have one these days.

First, let’s answer a simple question: how much interest is there in podcasting? Based on data from the Spyfu research tool, we see more than 7 million clicks and 10 million searches every month for the top 10,000 search terms around podcasts. The top 35 podcasting related terms comprise 1.2 million searches:

These terms also help us understand what the top podcasts are on the market; no surprise, Joe Rogan’s show is the top searched show by a substantial margin.

What’s the key takeaway here? Podcasting is hot right now. What does that mean for your marketing strategy? Starting your own podcast might not be the right call, because the landscape is very, very crowded, but finding a show to sponsor – even if it’s not in the top 100 or even the top 100,000, as long as the show serves your audience – is definitely a move worth considering.

Methodology: Trust Insights used Spyfu data around the core search term podcast and all related variations. The timeframe of the data is December 12, 2020 – January 12, 2021. The date of study is January 12, 2021. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.