Podcasts Are Thriving Although Attention Spans Are Shrinking

It’s no secret that we live in an increasingly digital world. With 24/7 access to all forms of media, many of us spend most of our waking (and sleeping) hours on our smartphone or utilizing another device. There have been many studies on human attention spans that show there seems to be a clear shortening, especially in younger generations. The consensus is that we have an attention span of approximately eight seconds, which is less than a goldfish. This piece of data makes the explosion of podcast listening that much more compelling. How are podcasts thriving while our attention spans are shrinking?  

Many feel that out attention spans are shrinking due to the extreme amount of short-form information and device access from toddlerhood on.  

In our recent blog, Why Audio Content is Better Than Video, we discussed that “there are currently over 2 million podcasts. Last month Forbes reported that 80% of listeners consume all or most of each podcast episode compared to only 50-60% of YouTube videos watched. This statistic is fascinating when you consider that the average podcast length is 20 to 40 minutes versus just over 11 minutes for a YouTube video.”  

Social media platforms have short-form content digested by billions of people. In fact, the recommended length for videos on the most popular social media channels is very brief due to the small amount of attention that users invest on a post. The average video post length recommended is between 7 and 60 seconds depending on the platform – TikTok, Twitter, Snapchat, LinkedIn, or Instagram.  

We may not be able to make a direct comparison since podcasts are audio content. However, a recent Nielsen report showed that there are more podcast listeners and those who are listening are listening longer. 52% of the daily podcast listeners surveyed by Nielsen also reported they are listening to more shows.  

“People have an infinite attention span if you are entertaining them.”

– Jerry Seinfeld

The data are clear on both sides – attention spans are shrinking and full podcast listening is booming.

So, the vast majority of podcast listeners are consistently consuming a 20–40-minute episode with their tiny eight-second attention span? How are podcasts thriving in a TikTok world?

Podcasts are thriving thanks to lifestyle changes.

Most adults would probably agree that life is pretty overwhelming these days. We are overworked, stressed, and burned out most of the time. We are connected and accessible every hour of the day thanks to smartphones and a total lack of work-life balance. Our to-do list never ends and the number of demands placed on us each day continues to grow. A lot of us feel like we are always “on” and rarely find ourselves with time to just zone out. We are likely looking at a screen most waking hours of the day. For many of us, looking at the phone screen is the first and last thing we do each day. 

Podcasts are thriving because they offer a way to learn something new, hear interviews, gather insights into someone’s life who we never knew existed, be entertained, and so much more. The bonus is that this happens while we feel somewhat disconnected from life’s demands - even when we are most likely listening while we are knocking out some of that long task list. We also gain reinforcement by feeling like listening to an episode was a productive use of downtime without staring at a screen.

Engaging podcast content helps listeners feel connected.

Podcasts are thriving because their content is simply more engaging than video content. The beauty of listening to a podcast is hearing the natural conversation that evolves between the host and their guest about their area of expertise. The banter, how they feed off of one another, and where the discussion unconsciously leads is the best part and why we listen. That type of dynamic is less likely when a camera is pointed at them.   

The manner in which podcasts are delivered allows listeners to connect with the host and subject matter in a more intimate way. We become invested in the hosts and their guests. The deeper connection to the discussion naturally increases the desire to listen more frequently and for longer periods of time.

Podcasts create unique opportunities for niche audiences.

The variety of podcasts available now is astounding. You can find anything you are already interested in or topics you didn’t even know you wanted to hear about. Podcasts give you an opportunity to gain insight and learn about someone’s experiences that you would not have had otherwise.  

Podcasts create an interesting way to showcase people and topics you never would have heard about. It doesn’t have to be a celebrity or athlete being interviewed. More often than not, you get to hear about something real and those stories are relevant and necessary in the podcast world. Podcasts are thriving because we can relate to these stories, learn from them, and empathize allowing us to connect to the world on a human level.

Podcasts are accessible for busy listeners.

One of the more obvious explanations for why podcasts are thriving is the highly accessible nature of the format. Only one of our five senses are required to listen to a podcast. We can listen while we are working, driving, exercising, and most other tasks throughout the day. We can listen to podcasts during errands, laundry, and cooking dinner.  

Most of us have a smartphone and that means Bluetooth connectivity anywhere we happen to be. We have earpieces, noise-cancelling headphones, and car speakers that all seamlessly play what we are listening to as we navigate our day. Listening to podcasts requires minimal effort.  

We have any number of streaming services at our disposal. Sometimes it feels like we spend more time looking for something to watch than we spend actually watching something. One of the amazing things about listening to podcasts is that they just pop right back on in the spot where you left off and you likely did absolutely nothing for that to occur.

We get in the car or open the app at the gym and like magic, the podcast episode we were listening to comes right back on. When it’s over, the next episode automatically plays. We can start on the first episode of a show and listen to every single episode that has been loaded, in order, without ever looking at anything. It is also very enjoyable to listen to the progression of a show over time. 

The reasons that podcasts are thriving will continue to be analyzed as podcast listening will continue to see unprecedented growth in the next few years. “Insider Intelligence reports that by 2028, podcasting is expected to be a $94.8 billion industry based on existing podcast stats, historical data, and growth over the years."  

If you’ve been wondering if podcasting is right for your business, now is the time to get started. Partnering with Volubility Podcasting to create engaging audio content can expand your brand in a meaningful way. If you’d like to learn more, please reach out!