Podcasts- Officially the deep diving media

I believe a whole load of stuff that I have never seen proven. I have deeply held convictions on things like the right way to place a toilet roll (new sheet hanging at the front), whether right footed footballers should ever play on the left wing (obviously not – the defender always knows they’ll have to turn inside), and whether rocket is ever an appropriate salad item to put in a sandwich (It should be illegal without a clear warning on the packaging).

However, I also know this, and now it’s been proven:

Podcasts give a depth of engagement that no other medium can manage.

And not just proven by anyone, but by Reuters and Oxford University, who today published their Digital news Report.

In a YouGov survey of over 80,000 online news consumers in 40 markets:

50% say podcasts give deeper understanding of issues than other types of media

This confirms everything we intrinsically knew about podcasts, and places their value in sharp focus.

We make podcasts for brands – some that reach hundreds of thousand of people, and others that reach a few hundred – and whilst it’s nice to show off about those that make it big, that’s never the real prize. And it’s certainly not the reason to make a podcast. Depth of engagement is everything.