Fashion Wakes Up To Podcasts
The podcast market has taken off and it looks like the fashion world is waking up to podcasts too.
Podcasts: The Statistics
According to numbers from Edison, 67 million Americans listen to podcasts monthly and 40 percent of Americans have listened to a podcast at some point, with monthly listeners growing more than 20 percent year-over-year. From a marketing perspective, podcasts represent a conversational and low-cost format to educate and entertain an audience. As niche markets become increasingly important to advertisers, podcasts also represent a major opportunity for native marketing.
Yet, while the medium has been embraced by the technology, media and entertainment industries — and is a market projected to be $250 million this year in the US alone, up from $167 million last year — it remains largely untapped by fashion. The obvious reason for the industry’s reticence is that fashion is a visual medium, more fitted to Instagram than iTunes.
“When you read a fashion week review or a piece on fashion history, you get a much smaller readership compared to eye-candy market [stories],” explains Leandra Medine, founder of Man Repeller. “It can be a bit challenging to channel the magic [of fashion] into a podcast.”
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