Audiences want influencers to go audio

The people have spoken: they want more podcasts from digital influencers.

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The Future. The people have spoken: they want more podcasts from digital influencers. With the podcast market growing at an exponential pace, influencers may be keen to try out an art form that harkens back to YouTube’s vlogging heyday, which some creators may welcome as a return to long-form content… as opposed to the clever brevity of TikToks, Snaps, and Reels.

2022 could be the year that influencers make the most money by hiding their faces.

  • A survey from Nielsen and Arcast found that 40% of respondents wanted more podcasts from YouTubers and influencers — more so than any other entertainment personalities.
  • They also found that news and comedy were the most popular genres; respondents are likely looking for more influencers to bring the funny to audio (instead of dissecting the news).

Plus, nearly half of respondents expressed that they like shows that feature a conversation with a new monthly guest or that have co-hosts discussing a subject. Looks like influencers could find ample opportunity for audio collabs (you heard it here first, folks).

Money listens
Many of the biggest influencers today are already getting in on the audio action.

  • Addison Rae and her mom, Sheri Nicole, host an interview podcast called That Was Fun?
  • Charli and Dixie D’Amelio co-host one called 2 Chix.
  • Emma Chamberlain hosts the very popular Anything Goes, which is in the top 30 on Apple Podcasts and the top 10 on Spotify in the U.S.

With podcast ad revenue expected to hit $2 billion by next year, engaging audiences’ ears may become the most lucrative path for digital creators.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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