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Wavve Audio Insider #125: The Untapped Potential of an Older Demographic

Published 14 days ago • 3 min read

Today's Newsletter is Brought to You by ConvertKit

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In today’s email:

  1. There's Opportunity for Listeners Within a Certain Age Group
  2. Design of the Week
  3. The Breakdown: What a Wide-Open Potential Audience Means
  4. Missed and Listed

There's Opportunity for Listeners Within a Certain Age Group

Stats show that listeners between 18 and 54 consume a fair amount of podcasts. But a recent article from Sounds Profitable showed that those 55 and older haven't quite caught on to the whole podcasting thing. Podcasts represented just 14% of media consumption in this age group.

Keep this in mind as you're considering niche podcast topics or looking for advertisers. Appealing to an older demographic isn't a bad idea.

"If you want to grow your audience, you can either try to be an existing podcast listener’s 6th favorite show, or you can try and create a new podcast listener. If you opt for the latter, the math is pretty obvious – they are going to be older." - Sounds Profitable

DESIGN OF THE WEEK

Analysis: An excellent use of typography carries the title through the entire design and nicely over the image of the host without obscuring her. Choosing the left side of the design to be text heavy also ensures that the image is easy to see and helps provide visual balance to both sides. Overall, it's clean and enticing.


THE BREAKDOWN

A breakdown of a recent happening in the podcast industry from different perspectives.

What a Wide-Open Potential Audience of Older Listeners Means

The article referenced above, highlighting a nearly untapped podcast audience in the 55+ age group, means a lot of things to podcast creators and the industry in general. Older listeners are a resource with plenty of potential.

From Each Perspective

Podcasters: Content that caters to an older demographic could entice them to become regular podcast listeners. But creating that content requires knowledge of the interests, preferences, and needs of people aged 55 and older. Consider conducting surveys or interviews to gather insights into topics they're interested in.

Select topics that resonate with older adults, such as retirement planning, health and wellness, travel, etc. Address common challenges or concerns they may face in their daily lives. If you find just the right niche that resonates with this group, audience growth could be exponential.

Listeners: Older adults may prefer traditional media and may not have familiarity with podcasts. But that doesn't mean they can't be swayed if topics of interest to them are available. Reaching them is another story, but social media and email are a good start.

Advertisers: Podcasting is a new frontier for brands who cater to older adults. Podcasts that demonstrate a smart, focused approach at reaching the 55+ crowd could prove to be an extremely desirable outlet for advertisers.

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MISSED AND LISTED

💲 5 content marketing ideas for June 2024. See the list.

🎧 Jon Stewart launches a podcast with Comedy Central. Find out more.


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Wavve Audio Insider

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