The business of podcasting seems to have proven immune to the negative impacts of the coronavirus pandemic.
The industry has seen an increase in listenership, according to Morning Consult trend data and insights from industry leaders, which includes new listeners discovering the medium for the first time, as well as existing fans listening to podcasts more frequently. Advertisers have caught on and maintained a growing interest in the medium throughout the pandemic.
Podcasting is a “sticky medium,” said Jason Saldanha, chief of business development and content at PRX, a non-profit audio company responsible for distributing titles such as “TED Talks Daily” and “The Moth Radio Hour,” so many executives anticipate that new listeners will stick around.
But as vaccines become more widely available and the country prepares to return to its new normal this year, podcast companies are nevertheless preparing strategies to hold onto those listeners who became invested during the pandemic: embracing niche topics, signing on more celebrities and expanding their marketing.
Roughly one-quarter (22…