2022 Touchpoints data, released 28th June, reports an 8.8% decline in listening figures for podcasts year on year; a drop of 706k people listening each week, from 8.027m to 7.321m.
The general perception in the marketing industry, anecdotally, is that podcasts are on the up, which is why this data is particularly interesting; always worth fact checking!
That said, podcasts remain a really good way to engage with some audiences. Where there is strong category relevance, or a need to be associated with a certain topic, such as sports, podcasting can deliver strong uplift in sales and brand metrics.
Where there is less relevance to audience or content though, media with a broader reach is likely to be more effective. If audio is particularly important to your campaign, then testing radio regionally or streamed and bought programmatically, could offer broader potential reach.