Identify opportunities in the podcast industry to create new and unique content not currently being covered by established podcasts. Identify which topics are currently most popular in podcasts, where there are opportunities to create new unique content, and any audiences that may be underserved by the existing universe of podcast content.
- According to a 2018 Nielsen report, the following topics are most popular among podcast listeners: Music (61.1 million households); TV & Movies (60.5 million); Comedy (59.9 million); Technology (58.9 million); Kids & Family (58.7 million).
- Buzzsprout also identifies news and politics; society and culture; personal journals; and history as highly popular podcast genres.
- According to Forbes, women and people of color are typically underrepresented in the podcasting industry, which is known for a lack of diversity. Despite the low barriers of entry, podcast hosts are disproportionately white, male, and from western and urban areas. As a result, these podcasts don't reach diverse audiences, who may not feel represented by the podcasts' content.
- Google has recently launched an accelerator to promote diversity in podcasting.
- Children are another audience where there's a big opportunity for growth. Podcasts make a great educational and entertainment medium for kids, particularly as parents try to minimize screen time. Data suggests that kids love podcasts, but there are still relatively few established podcasts that target children.
- Another potential audience, according to Hackernoon, is the "casual entertainment" audience. One reason some audiences avoid podcasts is the impression that they're too intellectual, educational, or in-depth. Podcasts that focus purely on entertainment and pleasure could convert more non-listeners.
Potential Content Opportunities
- Buzzsprout has compiled a list of topics that are lacking in the podcasting industry, including sailing, long-haul truck driving, musical instruments, 3D printing, aquariums, celebrity net worth, book summaries, and more.
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As the initial research only touched on the current podcasting industry and potential opportunities in this industry for unique content, we recommend further research to perform a deep-dive into this topic and to provide a thorough and robust response.
Alternatively, we can provide an even more robust response by splitting this into two research briefs; one brief on the current state of the podcasting industry, with in-depth insights into popular topics and genres as well as demographic details on podcast audiences. The second brief would then elaborate on the gaps and potential opportunities in this industry, in terms of content and audiences.