Compared to other media, Podcasts have high levels of self-reported engagement. While this may be skewed by a higher proportion of Heavy Listeners, it reflects the perceived “experience” of the channel.
Against a backdrop of exponentially increasing shallow content e.g. social media, Podcasts offer a reprieve. Social media can be fleeting and often fake. Podcasts are engaging and real.
Rather than try compete with Social Media as “snack’ content, podcasts should double down on their own inherent strengths – connections, authenticity and personal.