Podcast survey reveals 55 percent more listeners since March 2020
Amaeya Media’s 2020 State of the Industry report reveals that more than half (55 percent) of the respondents of its regional survey stated that they listened to more podcasts since March 2020. The MENA Podcast industry felt the impact of significant changes in podcast consumption habits as a result of COVID-19.
The second annual State of the Industry report on podcasts in the MENA region conducted by Amaeya Media between December 2020 and January 2021, reveals data on the regional podcast consumption based on a listener survey, and key industry insights around podcast creation, monetisation, and consolidation.
50 percent of those surveyed stated that they consumed entertainment-related podcasts, indicating a clear desire for more fun, lighter content in dreary times. Self-help and inspirational podcasts came in second at 36 percent while only 2 percent of respondents said they listened to pandemic-related content.
Chirag Desai, Founder and CEO of Amaeya Media, commented, “Despite the challenges of 2020, the podcast industry has emerged more resilient and robust. In response to the growing demand, podcast creators, like us, produced more regionally-relevant, high-quality audio content. Companies and brands also leveraged the medium as a way to authentically reconnect with their audiences."
The State of the Industry report revealed strong acceptance of branded podcast shows, with 92 percent of respondents saying they would listen to branded podcasts. Two-thirds of podcast listeners also stated that they are open to listening to advertising on shows. Furthermore, a sizable 65 percent said that they found podcasts equally or more credible than the traditional mediums of radio, newspaper, and television.
The listener survey received 467 valid responses, with the respondents' median age being under the age of 25, similar to the previous year. 71 percent of respondents were based in the UAE, followed by respondents from Saudi Arabia and Egypt.