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This data was originally featured in the January 13, 2021 newsletter found here: https://www.trustinsights.ai/blog/2021/01/in-the-headlights-january-13-2021-marketing-in-crisis-podcasting/

In this week’s Rear View Mirror, we fielded a question about the overall podcasting landscape from our Slack group, Analytics for Marketers, so we decided to dig deep into podcasting since everyone and their cousin seems to have one these days.

First, let’s answer a simple question: How much interest is there in podcasting? Based on data from the Spyfu research tool, we see more than 7 million clicks and 10 million searches every month for the top 10,000 search terms around podcasts. The top 35 podcasting related terms comprise 1.2 million searches:

Top Podcast Search Terms

These terms also help us understand what the top podcasts are on the market; no surprise, Joe Rogan’s show is the top searched show by a substantial margin.

What’s the key takeaway here? Podcasting is hot right now. What does that mean for your marketing strategy? Starting your own podcast might not be the right call, because the landscape is very, very crowded, but finding a show to sponsor – even if it’s not in the top 100 or even the top 100,000, as long as the show serves your audience – is definitely a move worth considering.

Methodology: Trust Insights used Spyfu data around the core search term podcast and all related variations. The timeframe of the data is December 12, 2020 – January 12, 2021. The date of the study is January 12, 2021. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors and declares no competing interests.


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