This could be America’s first “podcast choice” – just look across the pond

The podcast industry is booming. A whopping 100 million Americans say they listen to podcasts every week. From self-help tips and career advice to true crime stories and celebrity gossip, audio content has become an integral part of our lives. But with the election approaching, will these changing media habits impact the political information we consume and, more importantly, who we vote for?

The answer may lie across the pond. In the run-up to the UK elections in July, the political podcast genre exploded. Downloads of political podcasts increased by more than 50% as the electorate prepared to vote, with some series such as: The intelligence agents, They attract a larger audience than traditional print newspapers. For the first time, voters went to the polls with a podcast in their back pocket.

An intimate format

Audio content, especially podcasts, has the unique ability to insert itself into our lives and capture us in our most vulnerable moments. Unlike television and radio, which are often enjoyed in the company of others, research shows that podcasts are most often consumed when alone.

Whether at breakfast or on the way to work, podcasts tell us about our everyday movements. It’s an intimate format where regular listeners build connections with the hosts and publications they trust. Over half of podcast listeners in the U.S. say they follow podcast hosts on social media, and six in 10 say they have seen a movie, read a book, or listened to music because of a podcast recommendation. Podcasts can shape our consumption of culture far beyond the duration of an episode.

And when big news breaks, it’s striking how much we crave the perspectives of our favorite shows. When President Joe Biden announced he would not run for re-election, podcasts rushed to produce episodes to meet listener demand. He was a leading political spectacle in the five weeks following the president’s resignation Pod Save America has released a whopping 22 episodes – audiences are so excited to see the twists and turns of the current political cycle.

Given the intimacy of podcasts, the impact of political podcasts can be particularly powerful – for better or worse.

They can empower listeners to understand complex topics and enable debates that are more nuanced than the 24-hour news cycle or current social media trends allow. Whether it’s providing explanations or humanizing candidates’ backstories, podcasts offer an accessible route into politics. This type of content, delivered in an accessible audio format, can help us make more informed decisions and even increase voter turnout.

New risks

Unlike traditional media, when podcasts make mistakes, it can be difficult to make corrections or retractions. The editorial policies of each show or production house are individual and there is no regulating body to provide oversight. It’s easy for misinformation – whether intentional or accidental – to slip through.

And then there is the danger of echo chambers. The reality is that most of us probably don’t spend hours listening to content that we strongly disagree with. And while many people come to a podcast based on a recommendation, it’s a bit of an echo chamber if we only accept suggestions from people we’re already politically connected to.

There are antidotes aimed at addressing this problem, with an increase in shows that bring together two hosts from both sides of the political spectrum to discuss both sides of an issue. Britain is extremely popular The rest is politics is a typical example. This overarching political show, alongside its sister production Leadingwas downloaded over 20 million times during the British election campaign. Not an easy feat in a country with 67 million inhabitants. US productions incl Break points And Disagree trying to find the same balance and achieve the same success.

The global rise in podcast production also allows listeners to hear international perspectives on the politics of their own country or another country. About 20% of the BBC Americast Listeners live in the USA The rest is politics: USA has a large following in the UK, as do those mentioned above Pod Save America (who regularly features in the UK top 50) and podcast giants such as The Ezra Klein Showwhich often deal with political issues.

Capitalize on influence

The exact impact of the US election on the podcast landscape remains to be seen. But there’s a real chance it will attract hordes of new listeners who will become repeat customers.

Increasing listenership means increasing influence, but podcasting is still a relatively young market when it comes to leveraging that influence – for both political parties and brands. Despite their popularity, there are currently around 2 million active podcasters in the world, compared to over 100 million YouTubers and countless social media experts sharing sound bites.

In addition, artificial intelligence is accelerating an area that many would like to conquer a larger part of – whether by translating podcasts into numerous languages, speeding up and automating production processes, or helping to quickly iterate advertising campaigns. As brands and political parties devote more attention and money to the podcasting space, competition, quality and choice for consumers will increase.

The impact and reach of the format – and its role in November’s outcome – will be closely scrutinized by politicians, pollsters and advertisers in the coming months. While this might be America’s first podcast choice, it certainly won’t be the last.

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