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Why podcast listeners are valuable to wine brands

Plus 5 ways forward-looking wine brands can use audio to stay relevant to younger consumers.

Guest post from Lawrence Francis, founder of Interpreting Wine

I often think about podcasting as a hidden revolution. 

Perhaps because 92% of us listen to podcasts alone, it’s not an activity that drives Fear of Missing Out (FOMO) that other social media channels do with their explicitly displayed popularity scores in the form of play and like counts.

Just as surprising for me was discovering that 34% of us listen to podcasts as the main activity, rather than listening while doing something else. Dispelling the myth that we only listen to podcasts when we’re doing something else, such as working out or commuting.

These two stats taken together suggest podcast audiences are uniquely engaged with the content they are consuming, with the possible exception of a big Netflix breakout series or the latest Marvel blockbuster; but then again those cost big bucks to produce and promote.

Read the article here.

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