Business

How Ghostcast Helps Podcasts

Stats and data on Podcasts and how Ghostcast adds value.

Since their “official” launch in 2004, podcasts have been a popular way for consumers to access and listen to educational, inspirational and entertaining audio content.

Podcasts have exposed audiences to the amazing world of audio content…beyond what they’re used to accessing from their car radios.  

From fiction / non-fiction books, to motivational content, to long-form interviews…podcasts have delivered audio content into our daily lives.

Thanks to the popularity podcasts, audio content is here to stay.

Ghostcast is an audio-first platform.  But we don’t view ourselves as competitors to podcasting.   We actually believe that we are complimentary to podcasts.

How is Ghostcast Complimentary to Podcasts

Podcasts are scripted, long-form audio shows.  There’s a lot of time, effort and money invested into setting up a podcast.  Unless you’re reading a book, most podcasts have people talking with and at each other.  And podcasts are pre-recorded.

Oh, and it’s a one-way relationship where listeners can only access the pre-recorded podcast show.   Podcasts do not allow for real time audience engagement so there’s no “social” community building with podcasts.   You can read HERE on why we think podcasts are MISSING OUT by not incorporating live social engagement with their listening audiences.

That said, the growth of the podcasting industry is a GREAT indicator for the audio market opportunity for Ghostcast to tap into.

Here are some compelling podcasting industry stats (courtesy of podcastinsights.com):

  • Double the Growth – There are over 34 million podcast episodes as of October 2020, up from 18.5 million podcast episodes in June 2018
  • Listening majority – 55% (155 million) of the US population has listened to a podcast – up from 51% in 2019
  • Weekly addiction – 24% (68 million) listen to podcasts weekly, as of October 2020; which is an increase from 22% in 2019
  • Coveted demographics – Age breakdown of monthly podcast listeners versus US population:
  • o 12-34: 48% (vs 37%)
  • o 35-54: 32% (vs 40%)
  • o 55+: 20% (vs 23%)
  • Broad appeal – Podcast listeners listen to an average of 7 different shows per week (as of October 2020), up from 5 in 2017
  • They’re social – Podcast listeners are much more active on every social media channel (94% are active on at least one – vs 81% for the entire population) and are more likely to follow companies and brands on social media
  • Ad awareness – 69% agreed that podcast ads made them aware of new products or services
  • Shorter is better – 50% of surveyed Americans say that podcasts are “too long.”


These stats truly do VALIDATE the audio market for Ghostcast.  From listener demographics to listener behavior, the stats show the tremendous, untapped market opportunity for Ghostcast.   And Ghostcast is UNIQUELY POSITIONED to help the podcast industry.

How, you ask?

Just look at the last bullet point that states “50% of surveyed Americans say that podcasts are “too long.”

Ghostcast is short-form audio.  We are focused on 1 to 5 minute audio recordings.  Our platforms allows podcasters to strategically use Ghostcast to tease their long-form audio podcasts.  

Think of the movie trailers that were shown ahead of movies.  The movie trailers were great teasers that primed the audiences and got them excited about the upcoming movies.  Ghostcast can be used to create teaser content and shared to audiences in the exact same way.

AND Ghostcast is live streaming so podcasters can socially engage their listeners immediately and in the moment while they are Ghostcasting.  They can answer questions and comments from their listeners.  This can’t be done in the regular podcasting format.    

People can also share their Ghostcast recordings onto other established social networks (Twitter, LinkedIn, Facebook) with a few taps of our app.  Based on the stats, most podcast listeners are active on other social media platforms so this feature allows for enhanced reach.

Thus, we believe that Ghostcast is a very complimentary to the podcasting community.  We have a tremendous opportunity to tap into the growth drivers that are influencing the growth of the podcasting industry.

And if you haven’t done so already, you can download the Ghostcast app HERE, and start finding your voice on Ghostcast.  

January 5, 2021
by 
Ryan M. Fuller
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