Not Strictly a Sales Vehicle: What to Consider Before You Decide to Produce a Branded Podcast

Mailchimp, McDonald’s, GE, Sephora, Basecamp, Johnson & Johnson, Chanel. Brands seemingly unlike one another. But what they have in common are branded podcasts. With the explosion in podcast listenership, perhaps it’s not a surprise.

Edison Research and Triton Digital say 28 percent of the U.S. population (ages 12 and older) are weekly podcast listeners; this is a 17 percent increase vs 2020. And eMarketer’s “Insider Intelligence” notes time spent per day with podcasts increased 8.1 percent year-over-year, to an average of 44 minutes.