In a time when trust in traditional media has dwindled, and the hype of social media influencers is fading, a not so-new medium – the podcast – has found its voice in the marketing world. Podcasts have been around since 2004, initially introduced by Apple and popularised by the iPod, long before social media impressions and influencer marketing.
The platform had a tough start with the complexities of subscribing to podcasts. In the early days, listeners had to manually subscribe by downloading episodes through platforms like iTunes, or subscribing to RSS feeds, compared with today’s one-click subscription methods on Spotify, Apple Podcasts, and other apps.
Globally, 39 per cent of people listen to podcasts monthly, as reported by Edison Research. However, the region – including Saudi Arabia (68 per cent), UAE (62 per cent), and Egypt (59 per cent) – surpasses the global average, according to YouGov’s 2024 report.
This is largely due to the youthful population in the region; for instance, 60 per cent of the population in the UAE is under 30 years old. This younger demographic tends to appreciate content that focuses on self-growth and entertainment, reflected by the popularity of shows like Fnjan, The Dukkan Show, and Seera among others, which align with the Arab culture’s storytelling tradition.
There is an increasing lack of trust in traditional media, with 69 per cent of people finding ads very intrusive on platforms like TV, as reported by the 2024 Spotify Podcast Trends report. In contrast, native sponsorship inserts in podcasts are more trusted due to the growing loyalty between listeners and podcasters. This loyalty makes podcast advertising significantly more effective.
With the average person encountering an estimated 6,000 to 10,000 ads per day fighting for our shrinking attention span, podcasts offer a sanctuary. Podcast episodes tend to average at 40 minutes, ranging from 15 minutes to over 3 hours. Close to 70 per cent of listeners tune in to new episodes within 48 hours of their release, as reported by Edison Research, showing the commitment and loyalty that podcasts inspire.
It is such a powerful and intimate connection, since podcasts make listeners feel involved in the conversation. And with podcasters finding new ways to engage listeners, from basic feedback requests to involving the listeners in devising future episodes, this medium is here to stay.
While most podcast content globally remains audio-only, in the Middle East there is a strong trend towards video-based podcasts. This is largely due to the limited infrastructure for podcast discoverability. While search engine optimisation (SEO) has been widely adopted on social media platforms and integrated into Google search, it’s still in its early stages in the podcast space, making discoverability a challenge for many shows.
This drives creators to produce video content that can be promoted on social media platforms like Instagram, TikTok and YouTube. This enhances a podcast’s visibility through Google search and leads audiences back to podcasting platforms. Not to mention that many listeners appreciate the flexibility of being able to switch between listening and watching – for example, listening while driving, and watching while relaxing or eating – giving more value to filmed podcasts.
The most successful platforms globally are Apple Podcasts and Spotify, but the region has introduced its own platforms such as Anghami, Podeo, and Sowt. These local platforms are growing in popularity, driven by the regionally relevant content they produce, achieving wider engagement rates in comparison.
Efforts to shed light on the regional podcast industry in general include Dubai’s PodFest fourth edition that took place in September. With specific mixed media adverts promoting specific podcasts, the popularity of this medium will keep soaring. But more importantly, word of mouth remains the most effective way to grow a podcast audience locally and globally.
It’s expected that by the end of 2024 more than 500 million listeners will be tuning in, with the global podcast advertising market projected to reach $4bn, as reported by eMarketer. Podcasts have become a trusted medium, allowing advertisers to reach engaged audiences. Listeners are 63 per cent more likely to act on a recommendation from their favourite podcaster compared with traditional media, as reported by the 2024 Spotify Podcast Trends report.
Podcasts are solidifying their place in the marketing mix, and with AI-driven technologies such as SoundStack and Barometer making their way to the MENA region through platforms like Next Broadcast Media, advertisers can now target audiences more accurately and ensure brand safety.
By Hiba Hassan, Head of Design and Visual Communications, SAE Dubai
