Oral storytelling has served as a critical role as the sole means of abstracting emotion in a narrative form. Ancient storytellers were thought of as the keepers of history, local knowledge and traditions in their communities.
Over many millennia, storytelling has dramatically changed-video killed the radio star and now we also have podcasts. In fact, 2015 was a phenomenal year for podcasting. We saw the megahit Serial hit the 100 million download mark and have its first interview with the U.S. President. This buzz and attention equated to a 24% increase in people who tuned in regularly.
Based on this growth, it’s only natural to question of podcasts will continue to grow in popularity or if it was only a fluke and the unusually high number of listeners will soon revert back to the mean.
Whether you agree or disagree, there’s no denying that podcasts are an important storytelling medium. Here are three reasons as to why:
Content is Improving
With the ongoing increase in investment, podcasts will continue to grow. But it’s not investment alone that’s the creating the improvement in content. It’s the instinct of this medium’s savvy creators to “exploit” the luxury found with digital video: freedom
Podcasts don’t need to adhere to a radio clock, in which content needs to fit into 15-minute increments.
Expanding Talent Base
With such a buzz around podcasting, premiere talent is interested more than ever. We’ve seen a slew of A-list celebrities such as Dakota Fanning stopping by on New York Times podcasts. This combined with the idea of creating ambitious content helps find a more meaningful audience.
It’s estimated that 57 million Americans listen to podcasts on a regular basis. Most listeners are tuning in via Apple’s native app. In addition, 80% of podcast listening is done on iOS devices.
Podcasting builds intimacy. With the majority of people tuning in on their mobile devices with earbuds or alone in their cars, this is what creates a true one-on-one event. And this is what builds customer loyalty.