Capture (and Keep) the Attention of Podcast Binge Listeners

Move over Netflix, there’s a new binge in town. More and more, we’re seeing podcasts crafted for maximum bingeability, whether that means a captivating miniseries or a multi-episode seasonal release. By making all episodes available at once, creators are giving power back to the fans—so they can listen when they’re ready. Some stories just can’t wait a week; that’s why two in three podcast listeners consume multiple podcast episodes back-to-back in a single sitting (or shall we say listening).  

True Crime is Paving the Way for Extended Storytelling

Podcast listeners are devouring content quicker than ever before—indulging over long periods of time, whether at home or while they move through daily life. When these bingeable podcasts release, fans lean heavy into the content. Just look at the metrics: CounterClock saw +586k downloads on day one of season six’s drop. And this intense burst in listening means brand messaging is also centerstage.

Delia D’Ambra is one creator driving the binge podcast trend in real-time. She’s found her flow, creating numerous chart-topping shows, like CounterClock, which boasts six gripping seasons. From seasons centering on cold case murders, to mysterious deaths, to unsolved cases, the show’s fans didn’t have to wait long for every seat-gripping, spine-chilling detail. After a long career as a TV news reporter, D’Ambra found podcasting to be an incredible vehicle to give stories the deep investigative analysis they deserve. 

Ready For The Spotlight? Be the Presenting Sponsor

So you want in? Brands can align with chart-topping miniseries and seasonal shows by becoming the presenting sponsor, offering significant brand presence across the arc of an entire podcast. Choose from integrating your logo into the show art or peppering your message across the beginning, middle, and end of each episode. 

As a presenting sponsor, you can stay top of mind for listeners by ingraining with the content more deeply and becoming a consistent presence. In fact, one in three podcast listeners appreciate when brands sponsor an entire seasonal or limited release because it shows they’re invested in the content. And since seasonal and limited series show up as fresh, new content in podcast apps, you’ll catch a broader audience’s eyes (and ears). 

Make Your Brand a Regular Podcast Guest

When a creator captivates your target audience for hours of uninterrupted listening, you want your brand to be part of the conversation. That’s where branded segments come in, allowing sponsors to create customized, in-show content that tells a story that’s as unique and engaging as the content. Long-form segments are produced in the spirit of the show’s editorial voice, boosting brand affinity and building a deep connection with listeners. 

Take Xfinity for example. In a series of three branded segments, Xfinity partnered with twin sisters and podcast co-hosts Nikki and Brie Garcia, following along as they navigated a typical day. As moms, business owners, and former WWE champions, the duo is known for wearing many hats, and the series allowed them to illustrate just how crucial their high-speed internet connection is to their success through relatable, personal accounts. The branded segment gives Xfinity more time to let the messaging shine and become a recurring character in the Nikki & Brie universe.

Build Your Own Podcast Namesake

For brands that see the immense value of the podcasting medium, and are ready to go all in, branded podcasts are a powerful way to tell your brand’s story. In fact, more than 40% of Americans 18+ say they would be likely to listen to a podcast about their favorite brand. By consistently delivering valuable content, podcasts leave a lasting impression and keep the brand at the forefront. While the lift is larger than other podcast campaigns, the impact is bigger, too. Don’t know where to start? Our in-house audio creative agency, Studio Resonate is here to help. With us, you’ve got the experts in your corner. From sonic strategy to full-service audio production, no one knows audio better than we do. 

Strike While the Iron’s Hot with SiriusXM Media 

With more top podcasts partners than any other network, including leading storytelling networks like Unwell, Smartless Media, Team Coco, audiochuck, and NBCU, we can help you fully tap into the power of podcasts and stay on the cutting edge as this industry continues to grow and evolve. There’s no better time to get in on the latest binge. 

For more insights on the top trends shaping the podcast industry today, download our 2024 Podcast Trends Report: Creators at the Core. And when you’re ready to get attention on demand, let’s chat. 

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