Why choose podcast ?

Podcasting is a booming audio format with unique and powerful opportunities for advertisers.

A new goldmine

First taking off in the US before making waves in Europe in the 2010s, podcasting has firmly rooted itself in Belgium’s audio scene. With its on-demand format drawing an ever-growing audience, it is especially appealing to advertisers thanks to its young, high-value listener base.

Podcasts come in two main types: native podcasts, created exclusively for online streaming, and replay podcasts, first aired on airwaves and then made available online.

You are wondering if podcasting is the right choice for your advertising campaign? RMB's MarCom department highlights several key figures that showcase the strengths of this format.

High engagement rate

  • Full attention. Podcasts are usually enjoyed in a relaxed, focused setting. Since listeners pick exactly what they want to hear, they’re fully engaged—making it a prime space for advertisers to get their message across and make it stick.
  • Built-in trust. Regular listeners form a real connection with their favorite podcast hosts. When a brand partners with a podcast, it taps into that trust, making its message more credible and impactful.
  • Action-driven. Podcasts are especially effective at driving purchases. Engaged listeners who trust the content are far more likely to visit a website, try a product, or make a purchase.
442,000

Total podcast listeners (Southern Belgium) 

72K

Daily podcast listeners (Southern Belgium) 

70%

Percentage of podcast listeners via smartphone

micro podcast

Other key results

  • 55% of podcast consumers are male (comparative radio listeners = 51%)
  • 61% of podcast consumers belong to the higher income groups (Groups 1-4) of the population (comparative radio listeners = 55%).
  • Podcast consumers are younger; 48% are aged 12 to 34 years old (comparative radio listeners = 27%).
  • Spotify is the most popular platform for French-speaking Belgians to listen to podcasts (42% share of volume). Radio and news app websites rank second with 32% of listening share.
  • 66% of podcast enthusiasts consume content at home, while 31% listen while on the go (walking, driving, using public transport, etc.). 


Source : Cim Audio Time 2024, Belgique Sud, 12-74 ans

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