Expanding Horizons: American Advertisers and Podcasters Can’t Forget About Europe

In the ever-evolving landscape of podcasting, there’s no question that global listener growth is surging. eMarketer has projected that over half a billion people across the world will be listening to podcasts in 2024, and that over 150 million Americans will engage with the medium the same year. Yet, while this incredible growth is impressive, it can easily cause U.S.-based podcasters and advertisers to focus solely on their home country while ignoring listeners overseas. 

Those that do are missing out! 

A recent comprehensive study conducted by the European Broadcasting Union (EBU) and spearheaded by senior analyst Matthieu Rawolle revealed that about a quarter (26%) of Europeans listen to podcasts weekly, which is up from 22% in 2023. This may not sound like a huge percentage, but a quarter of Europeans is a significant number of people. And it varies by country, too. For example, almost half (47%) of all Swedes listen to podcasts. 

Yet, despite the growth, Europe persists as a mostly untapped market, with a significant portion of the population unaware of podcasts or lacking familiarity with how to access them. In fact, 69% of Europeans still listen to the radio, exemplifying a tendency to stick with traditional listening, while only 8% of Europeans are considered heavy podcast consumers. However, 79% of the UK audience say that podcasts offer them topics and choices radio can’t, proving there’s a growing appetite for the medium. So, while Europe remains a smaller podcasting market, there’s tremendous opportunity for podcasters to connect with the region and market their shows.

How? Educate, customize, and reach out to younger Europeans. As an example, there’s a growing trend among younger demographics gravitating towards podcasts, with 44% of Europeans aged 15-24 listening in. American podcasters and brands should consider curating content and marketing messaging that resonates with the European audience specifically, which will unlock a broader audience and customer base in the process.

In essence, the European podcasting landscape presents a promising frontier for American content creators and advertisers. By embracing cultural nuances, addressing accessibility challenges, and delivering compelling, relevant content and brand messaging, American podcasters and advertisers can tap into this burgeoning market, enriching the global podcasting experience for both creators and listeners/consumers alike. As the digital world continues to shrink geographical boundaries, the time is ripe to extend the reach of American podcast advertising across the Atlantic.

Podbean provides access to premium shows around the globe giving you the opportunity to reach and connect with new listeners and audiences every single day across a multitude of content genres. 

Reach out to the experts at Podbean today to help you reach a larger audience.

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