Podcast, still podcast, very strongly podcast.
The world day of this (relatively) new communication tool was celebrated on 30 September. And the podcasting festival has just ended, which took place partly online and partly in person, in Milan, from 3 to 8 October.
Among the insiders turns the joke that more or less reads: “This year is the year of the podcast”. In the sense that the phrase, in effect, has been repeated every year since podcasts have established themselves. And it certifies the fact that the podcast is always on the rise, but it has not yet reached a truly large audience globally.
A little because of its particular nature (we would say “niche”), and a little because the podcast bravely goes against the tide of increasingly flamboyant social platforms with a diversified offer.
Also the latest report from Ipsos, however, shows that the podcast world in Italy in 2022 has grown even more.
Let’s find out more about the fourth edition of the survey that Ipsos has dedicated to the topic.
The Ipsos survey: the podcast in Italy in 2022
The report that talks about the situation of the podcast world in Italy in 2022 is called Ipsos Digital Audio Survey. And, in reality, it is a broader window on how to use all forms of digital audio. The title, this year, is “Quality as a way to grow”.
As for podcasting, the numbers are certainly good, and testify that the habit is taking root more and more in the daily life of Italians.
The numbers
Podcast listeners in Italy in 2022 are 36%, with an encouraging + 5% compared to 31% recorded in 2021.
It means that approximately 11.1 million users listen to streaming audio content. This is 1.8 million more than last year.
The sample of respondents, who took part in the survey carried out in July, was made up of 2,300 people between the ages of 16 and 60.
But who listens to podcasts in Italy in 2022?
The bulk of the podcast audience is young: 43% are under the age of 35.
The podcast is also confirmed as a tool that attracts people with a high level of education: 30% of the sample interviewed has graduated. And 11% of listeners are professionals.
These are responsible and receptive consumers: they are the so-called “early adopters” (the first to adopt new technologies).
With what tools, and where, podcasts are listened to
As many as 72% of Italians listen to podcasts via smartphonewhich suggests a fruition while household chores are going on (and we’ll see why soon).
As for the other devices, the podcast in Italy in 2022 is also listened to via computers (39% of the sample), tablets (25%), but also smart speakers (12%), smartwatches (7%) and consoles (7%) ).
We were talking about domestic use, not only because the vast majority listen to podcasts via smartphone. But also why the home, for 73% of the interviewees, is the preferred place for this type of use.
The fact that the percentage has dropped compared to 81% in 2021 is significant: we are perhaps approaching the US consumer, who prefers listening on the go.
However, in our country podcasts are also followed by car (28%), on means of transport (22%) and walking on the street (21%).
Listening mode
Four out of ten respondents said they listen to more podcasts than last year. And as many as 69% have a better opinion of the podcast than they did in 2021.
The only downward figure: on average 35 minutes a day are dedicated to the use of podcasts, compared to 40 last year.
For 34% of users, listening to podcasts starts from a deliberate choice, or rather from a search that matches their interests.
In 57% of cases it is the topic that drives the choice, and only in 28% the narrator.
But the very young in 70% of cases are influenced by an influencer on the choice of podcasts to listen to.
58% listen to each episode for the entire duration, while 31% follow only a part. And 79% completely complete a themed series consisting of several episodes.
Why are podcasts being listened to in Italy in 2022?
Among the first reasons we find learning new things and feeling more informed (both at 31%). This is followed by a better understanding of topics that are already known (30%) and having a tool that keeps company (25%).
Finally, for 71% of respondents, podcast advertising is effective and stays in mind.
Ipsos’ comment
Claudia d’Ippolito, senior researcher at Ipsos, commented on the survey.
Ippolito said: “Podcasts continue to represent a precious opportunity for the publishing and entertainment world as they offer an attentive, involved, immersive and protected experience of use. They allow the enhancement of quality productions, provide a safe context for brand communications, allow the development of invested audiences which, if adequately stimulated and satisfied, can credibly become the subject of paid proposals “.