Signal Hill Insights：2025年品牌播客市场基准报告（英文版）（18页）.pdf

1、2025 BENCHMARK REPORT:BRANDED PODCASTSOur 2025 Branded Podcast Benchmark Report helps brands and producers see how their efforts measure up.We know,however,that benchmarks on their own arent enough.Its important to understand how branded podcasts perform.But its even more important to know why they

2、perform.Thats why we are uncovering both the benchmarks and key drivers for three metrics most every brand wants from its podcast:attention,recommendations and halo effect.Along the way well give you practical advice for obtaining those outcomes plus,a little more.Youll find concrete,real-world exam

3、ples of branded podcasts doing things right,and a case study that demonstrates how knowing your audience gives you the knowledge needed for success.All of this comes from Signal Hill Insights unmatched experience testing and measuring podcasts from major brands like Google,Dell Technologies,Ford,OnS

4、tar,Amex,US Bank and Red Hat.To Get What Brands Want,Deliver What Listeners WantPodcasts are an opt-in,leaned-in medium.Audiences dont scroll or channel-surf podcasts.You dont just stumble into the middle of a podcast.Instead,audiences choose podcasts carefully,driven by their needs and interests.Th

5、en they commit their attention for minutes or hours(upon hours).That kind of commitment is what makes a podcast so powerful.And that commitment needs to be earned.This means the podcast needs to deliver.Before we dig into what to deliver,lets consider a few things nearly every brand wants to accompl

6、ish with a branded podcastWhat Brands Want:3.Earned Attention from Listeners-Simply put,you want listeners to listen,lending their attention to the content youve invested in.And you want them to keep listening,though whole episodes,seasons and series.1.Positive Brand Association a/k/a“Halo Effect”-A