How Podcasts are Changing Consumer Media

Aug 21, 2019 | Lesley Dumlao

Did you know there’s actually a day set aside strictly for podcasts? That’s right -- #internationalpodcastday to be precise. We know, there’s basically a day for everything nowadays. But, podcasts are taking over the way people ingest media. For people on the go, it’s a game changer. If you’re an auditory learner, what a great way to obtain information, keep your brain sharp, and continuously challenge your mind to be active.

A few interesting stats below about podcasts; some of which are pretty mind-blowing:

  • 76.8% of people listen to podcasts for more than 7 hours each week.
  • 61.2% of respondents spend more time listening to podcasts than watching TV.
  • 48.8% of respondents said they purchased an item after hearing it advertised on a podcast.

Right now, there are more than 700,000 active podcasts and more than 29 million podcast episodes. To put that number into perspective, according to Apple at WWDC 2018, those numbers stood at 550,000 and 18.5 million respectively. The podcast craze is growing, fast. 

To top it off, Google just launched their very own Podcast App (Google Podcasts), which we expect will be a game changer and amplify Podcast traction even more. Their app is exactly what you’d expect from Google — a straightforward listening and browsing experience that prioritizes discovery above all else. In fact, in early August 2019 Google announced that they're making it much easier to find and listen to podcasts. The internet giant is now showing podcast episodes in search results based on an analysis of the topics in a given episode, and will let users play the podcast directly from the results page. This means, Google is indexing audio, not just transcript, which is a pretty huge deal. Here's a visual from Google:

image of Google Podcast on mobile phone

Until now, Google has not had the capability to index Podcasts based on spoken words, and was indexing podcasts based on their title or meta-description alone. Not only will this produce an improved user experience, it will amplify podcast traction. Podcasts are now more likely to be pulled into searches, which will provide more exposure than ever before. This is great news for marketers, users and podcast creators.

That being said, we’re pretty thrilled to be on the podcast bandwagon.

Perceptible has teamed up with Canada’s Podcast to interview entrepreneurs and business leaders in Canada to keep them informed on what going on throughout the country and globally, enabling everyone to connect and network with all of our guests. Each episode interviews a unique Canadian entrepreneur from each city and provides both a national and international platform for them to discuss their business and journey. And boy, do we all have journeys. As business owners, we all start somewhere, and it is so enlightening to hear the stories of these successful and innovative entrepreneurs through their own words.

We’re interviewing and recognizing some of Canada’s well-respected artists, musicians and amazing cultural influencers. After all, we believe authors, artists and anyone that has a creative endeavour is an entrepreneur. When you create, you create. If they have a real passion, and real business, we will have them on the show, from right across Canada.

So, check it out, enjoy, and if you have a business or know any incredible entrepreneurs, creators, innovators, give us a shout, and we’d be elated to learn about your journey on our show.