The Podcast Bandwagon
The Nightcap Podcast bandwagon

Is the Podcast bandwagon worth jumping on?

In short, yes. Why? There are currently around 383 million podcast listeners globally as of the end of November 2022. There will be around 424 million podcast listeners worldwide by the end of 2022. 464.7 million by the end of 2023 and up to a staggering 504.9 million by 2024. A big reason brands are jumping on the podcast bandwagon.

These are phenomenal figures.

So why is it growing? And why is it exciting for brands to be apart of?

4 reasons why they are growing and why brands are wanting to advertise on podcasts.

  1. Ease of listening. Technology is ever improving. It’s more efficient than every, ergo – it’s never been easier to download a podcast. Phone manufacturers have designed them to make it easy for us to find and download content we are interested in.
  2. You can be niche. If you want to go and listen to 3 people discussing the advantages of using bluegill vs sunfish tackle when fly fishing – chances are there’s a podcast out there about it. We can’t vouch for the quality of the audio or production values, but the fact they exist means that there is something for everyone.
  3. Get on with your life as your consume. Whether we are driving, walking, cleaning or going bed; podcasts can be easily consumed any time of the day. WHILST we get on with our lives. It’s obvious when you think about it, but this is a massive positive against YouTube/TV watching.
  4. Brands are preaching to the converted. Brands who sponsor podcasts that integrate their messaging, especially within the field/genre of the podcast itself, are appealing to an audience that is ready and waiting to hear from them. For example, in our case – The Nightcap Podcast (life behind the Michelin Star. Real authentic conversations with chefs over a bottle of wine at midnight, above a Michelin Star restaurant) sponsored by a wine company. In the case of the last few series, this was Gusbourne wine. The integration of the wine was a part of the conversation and was no set length in time and provided content, not just a “read” sponsorship message. Un-skippable content that the audience are already interested in. This is a big reason brands are jumping on the podcast bandwagon.


We have created lots of podcasts, many of which feature in the podcast charts on Apple Podcasts and Spotify. You can browse through and take a listen here.

Don’t hesitate to drop us a line now, and we can help you get involved in the podcast space, in various capacities. Big or small.

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