A study carried out by Globo, in partnership with Ibope, revealed new data on the podcast segment in Brazil. According to the survey, 57% of respondents started listening to programs ‘in digital audio during the pandemic, which makes the country already occupying fifth place in the ‘world ranking of those with the fastest growth in this means of communication.’

‎”We are constantly following the movements of the digital audio market and ‎increasingly deepening the knowledge of the public to offer a relevant, attractive portfolio that, above all, is part of the daily lives of Brazilians, at all times of the ‎journey”, stated Guilherme Figueiredo, Head of Digital Audio at Globo.

According to the executive, podcasts speak close to the ear and create an intimate relationship with ‘the public, especially in times of social isolation, which is proven by the research.’

‎”Among the interviewees, reports of people who say they feel part of the conversation on the programs are common and, therefore, feel less alone. Of the nearly 100 million Brazilians who consume some form of digital audio, 28 million already declare to listen to podcasts. ‎This growing interest reinforces our commitment to this segment, says Figueiredo.‎

The study was carried out in September 2020 and February 2021, with more than a thousand people. One of the goals was to understand what boosts the consumption of podcasts and understand how the format fits into the listeners’ routine.

The survey found that, in addition to the increase in the number of people who listened to podcasts for the first time during social isolation, those who were already consuming this type of content became more interested in the format: 31% reported having high audio consumption ‎digital during the pandemic.‎

The survey also considered what made people listen to a podcast for the first time. The most cited reason was personal interest (41%). Another 27% were driven by ‘curiosity about the format, and 26% said they discovered this new form of communication by ‘indication of relatives and friends.’

Most listen to digital audio programs while doing household chores (44%). There are still those who follow podcasts while surfing the internet (38%); prepare to go to sleep (25%); when they work/study (24%); if they are in transit to work or college (24%); along with physical activities (20%); and while they are dedicated to personal care (18%).

The shortest podcasts are the most popular: those that last up to 15 minutes are preferred by 21%. Those lasting 15 to 30 minutes attract 31% of respondents. Those that take from 30 to 45 minutes were cited by 20%. Those that take from 45 minutes to an hour are of interest to 13%. Programs lasting from one hour to 1:30 am attract 9%; and those that ‎last more than 1h30, 5%.‎

The study also showed that the public does not stop consuming other media when it starts to ‘watch podcasts: six out of ten people interviewed did not abolish any media from their ‘routine.’

Among those who are in the habit of listening to podcasts, 43% listen from one to three times a week. The ‎interest in the subject is what engages the most (66%). Informal and simple language is also valued (64%), as is the credibility of those who produce (46%). In addition, 38% ‎identify with the great creators/presenters.‎

Five out of ten listeners view podcast advertising brands as close to consumers. Those that advertise in this format are considered modern companies, ‘attuned to new forms of communication.’

According to the survey, 51% of respondents stated that brands gain ‎credibility by associating with podcasts made by well-known content creators.‎

Podcast in Brazil has proven to be a great communication channel with consumers. The popularity of this format has driven big brands to invest a lot. iFood is an example of big brands ‎exploring this new format.‎